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  • Australian Museum exhibition evaluation: Sea Country 1

    Australian Museum Sea Country evaluation report Chris Lang February 2015

  • Australian Museum exhibition evaluation: Sea Country 2

    Table of Contents

    > Introduction 3

    > Survey Results 4

    > Demographics 6

    > Motivations 8

    > Survey Results – Open-ended responses 9

    > MAIN REASON for visiting the Sea Country exhibition 9

    > What did you LIKE BEST about the Sea Country exhibition? 11

    > What could be IMPROVED OR CHANGED in Sea Country? 13

    > Is there anything else you’d like to share about Sea Country? 14

  • Australian Museum exhibition evaluation: Sea Country 3

    Introduction

    80 face to face surveys were conducted from December 2014 to January 2015 of visitors to the new Sea Country

    exhibition in IA Gallery West. The aim of this research was to contribute to the next phase of development of Sea

    Country and IA Gallery East.

    Although the survey focussed on Sea Country, some visitors went on to mention features located in IA Gallery East.

    SUMMARY

    • Visitors to Sea Country (and IA West) were more likely to include international and interstate tourists

    than other exhibitions in the Museum; 42% of those surveyed lived outside of NSW. 56% of respondents

    were first-time visitors to the Australian Museum.

    • The main reasons for visiting the gallery were an interest in Australian history and indigenous culture, or

    to see all of the galleries as part of a museum visit. Some people had a personal interest in the topic or had

    seen it advertised elsewhere.

    • Respondents enjoyed learning new information. The quality of artefacts, the amount and level of

    information, and the ambience and layout of the exhibition were all rated highly.

    • The inclusion of historical and contemporary artefacts was well received, although the distinction between

    the two was not always clear. Both contemporary issues and pre-European information were seen as very

    important.

    • The content of touchscreens and video projections was sometimes unclear, and the gallery continued to be

    difficult to locate in the Museum (this may be improved when entry is possible via the Barnett gallery). Up

    to 30% of visitors didn’t use the touchscreens (possibly due to their height; children were seen to use them

    more often).

  • Australian Museum exhibition evaluation: Sea Country 4

    Survey results

    56%

    17%

    5%

    6%

    13%

    3%

    Is this your first visit to the Australian Museum?

    Yes, it is my first visit – I have never  been before

    No, I have visited in the past 12 months

    No, I last visited between 1 and 2 years  ago

    No, I last visited between 2 and 5 years  ago

    No, I last visited more than 5 years ago

    Don’t know / Can’t remember

    46%

    40%

    49%

    55%

    35%

    48%

    49%

    55%

    51%

    60%

    56%

    73%

    50%

    53%

    66%

    20%

    38%

    30%

    24%

    49%

    41%

    41%

    38%

    43%

    34%

    39%

    24%

    46%

    44%

    34%

    4%

    14%

    19%

    5%

    13%

    11%

    9%

    5%

    6%

    5%

    5%

    4%

    4%

    4%

    0%

    30%

    9%

    3%

    16%

    4%

    0%

    1%

    3%

    0%

    0%

    0%

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    content of touchscreens

    distinction between historical & contemporary artefacts

    ability to locate the exhibition in the Museum

    content of video projections

    use of Aboriginal language

    overall sound in the gallery

    height of plinths/screens/labels

    lighting & overhead projections

    RANGE of artefacts & objects on display

    ability to see and read text

    layout / wayfinding

    ambience and design

    the level of information provided / ability to understand  the text

    the amount of text

    QUALITY of artefacts & objects on display

    On a scale of 0 to 10, what is your satisfaction with the following  aspects of the exhibition? (0 = extremely dissatisfied, 10 = extremely 

    satisfied)

    9‐10

    7‐8

    0‐6

    Can't Say

  • Australian Museum exhibition evaluation: Sea Country 5

    Liked most

    • Note that some people mentioned that they enjoyed the inclusion of both historical and contemporary artefacts/information

    • A number of people also mentioned aspects located in IA East, particularly the cave, and information on social justice and the “last” Tasmanians

    75%

    77%

    80%

    86%

    87%

    90%

    95%

    95%

    97%

    97%

    13%

    18%

    13%

    9%

    5%

    8%

    1%

    1%

    0%

    1%

    13%

    5%

    8%

    5%

    8%

    3%

    4%

    4%

    3%

    1%

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    I know that what I learnt today will be useful to me

    I learnt more about things I already knew

    I saw things today that made me remember things I  knew

    I understand things from a different or new perspective

    I am now curious to find out more

    I will share what I learnt today with others

    I was made to think of the importance of Australian  indigenous culture

    I will recommend the Sea Country exhibition to friends  or colleagues

    I learnt new things

    I enjoyed what I learnt today

    Do you agree or disagree with these statements: "As a result of my visit  to the Aztecs exhibition . . . "

    Agree

    Disagree

    Can't Say

  • Australian Museum exhibition evaluation: Sea Country 6

    DEMOGRAPHICS

    -6%

    -9%

    -7%

    -6%

    -6%

    4%

    14%

    20%

    20%

    7%

    -40% -30% -20% -10% 0% 10% 20% 30% 40%

    18-24

    25-34

    35-49

    50-64

    65+

    Population Pyramid

    Male %

    Female %

    38% 33%

    28% 24%

    4%

    0%

    20%

    40%

    60%

    80%

    100%

    Who did you visit with today? Tick all that apply

    35%

    51%

    10%

    0% 1% 1% 1%

    11% 14%

    5% 4%

    0%

    20%

    40%

    60%

    80%

    100%

    1 2 3 4 5 6 7

    Including yourself, how many people are in your group?

    # adults # children

  • Australian Museum exhibition evaluation: Sea Country 7

    An interactive map of respondent postcodes and locations is available here:

    http://batchgeo.com/map/df47d271ea38ecb804a087c3d5fda7c9

    0

    1

    2

    3

    4

    5

    6

    7

    8

    9

    10

    1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

    co un

    t

    age (years)

    Ages of children, if any

    97%

    3%

    Are you of Australian Aboriginal or Torres Strait Islander origin?

    No

    Yes, Aboriginal

    1

    1

    1

    1

    1

    1

    1

    2

    2

    2

    3

    3

    3

    5

    37

    0 5 10 15 20 25 30 35 40

    WA USA

    Thailand Korea Japan

    Germany France Spain

    SA Italy UK

    QLD China VIC

    NSW

    In which country/state do you live? (n=64)

  • Australian Museum exhibition evaluation: Sea Country 8

    MOTIVATIONS

    Note: The above graph represents a hierarchy in visitors’ depth of engagement where the simplest is as a social activity and the highest is as a spiritual experience.

    0%

    0%

    1%

    0%

    3%

    0%

    0%

    1%

    15%

    19%

    11%

    9%

    8%

    1%

    33%

    0% 10% 20% 30% 40% 50%

    o. Don’t know

    n. To escape and to recharge my batteries

    m. For peaceful, quiet contemplation

    l. To stimulate my own creativity

    k. To see beautiful things in an attractive setting

    j. To see fascinating, awe‐inspiring things

    i. For a strong sense of personal connection or identity

    h. I have an academic or professional interest in a subject at  the Museum

    g. I have a personal interest in a subject at the Museum

    f. To improve my own knowledge or experience of a subject at  the Museum

    e. To encourage children’s interest in a subject at the Museum

    d. It is a nice place to spend time with my friends and family

    c. It’s an enjoyable way to pass the time

    b. I am drawn to interesting buildings and places

    a. It’s an Australian / Sydney attraction / ‘must do’ activity

    Which describes your MAIN reason for visiting the Australian