COVENTRY TRANSPORT MUSEUM

COVENTRY TRANSPORT MUSEUM COMMUNITY ENGAGEMENT

Culture Coventry

Coventry Transport Museum received an HLF grant of £4.6 million to help refresh, rationalise and modernise the Coventry Transport Museum’s galleries, creating a world class visitor experience. In addition, the adjacent Old Grammar School will be sympathetically conserved and brought back into use as an exhibition, event and education space. As part of the project a number of existing galleries will be reconceptualised and enhanced and new galleries added. As part of the Activity Plan implementation, Jura Consultants was commissioned to assist the museum with further audience engagement to gather additional visitor input into gallery development ideas and test the current interpretive proposals. This involved discussions with the interpretive designers, a document review and research including an on-street survey, in-gallery interviews and activity workshops with target developmental audiences. A total of 311 people, reflecting each of these audiences, were consulted.

THE NATIONAL ARCHIVES

SHAKESPEARE ON RECORD – SCOPING STUDY

The National Archives, Kew

The National Archives at Kew wished to scope options for a Shakespeare on record project, to mark the 400th anniversary of William Shakespeare’s death in 2016.  The project seeks to highlight the archives’ collection of 35 of the 79 known ‘Shakespeare Documents’ which date from the playwright’s life time and illustrate in particular his rise in fortune in Elizabethan and Jacobean London. The project presents a new direction for the archives in developing audiences, strengthen partnership working, and increasing its profile.  In appraising options, the archives were therefore interested in understanding potential audience interest as well as capacity requirements for the organisation and opportunities for partnerships.  Jura Consultants were commissioned to undertake the appraisal.  The study included in-depth face-to-face and online research of audiences, including visitors and non-visitors to The National Archvies, as well as visitors to Shakespeare’s Birthplace as a key Shakespeare destination managed by Shakespeare’s Birthplace Trust.  The Trust was identified by the archives as a key potential project partner.  In total, 1,562 responses were gathered and analysed.  Key potential partners were also contacted and project sites audited.  This research was used to devise options that would best meet the archive’s objectives for the project, while making best use of its resources and capacity and delivering an attractive offer for existing and new audiences within the envelop of partnerships and programmes planned by other relevant organisations.  

WARDOWN PARK MUSEUM

WARDOWN PARK MUSEUM REDEVELOPMENT – AUDIENCE DEVELOPMENT COMMISSION

Luton Culture

In June 2014, Luton Culture received a First Round Pass from Heritage Lottery Fund (HLF) for the redevelopment of Wardown Park Museum, located in Grade II listed Wardown House set amid Wardown Park, only one mile from Luton’s city centre. In September 2014, Jura Consultants was commissioned to prepare an Audience Development Plan that would provide recommendations to support Luton Culture in preparing an overall activity plan as part of the Second Round application to HLF.  As part of the commission, Jura Consultants mapped current audience research undertaken by Luton Culture and identified gaps, and also reviewed and updated a profile of Luton’s communities.  Based on this, Jura Consultants led a series of staff workshops and public consultations with target audiences on audience development activities.  The final Audience Development Plan included proposals for activities during all project delivery phases and beyond.  The plan also provided recommendations for monitoring and evaluation, to support Luton Culture in closing the gaps that had been identified in its audience data capture and analysis, in order to continue to build audience development activities on the basis of sound understanding of audiences. 

RAF MUSEUM LONDON

FIRST WORLD WAR IN THE AIR VISITOR ANALYSIS WITH AUDIENCE SEGMENTATION

Royal Air Force Museum London

In December 2014 the Royal Air Force Museum in London launched its new permanent exhibition ‘First World War in the Air’ exploring the compelling story of the role, significance and influence of aviation during the Great War. The Heritage Lottery Fund was a key partner in the project providing support as part of its First World War Centenary activity. Evaluating the project, including specifically the profile of visitors engaging with the project, is a requirement by the funder. Jura Consultants was commissioned to perform and analyse in-gallery research with visitors to the exhibition in order for the RAF Museum to fulfil this requirement. In response to the study brief Jura Consultants devised a methodology that would deliver added benefit to the Royal Air Force Museum by producing a tool based on audience segmentation analysis providing more in-depth understanding of audience groups and a tool that can be used to guide and inform future audience development decisions and actions . Visitor consultation was performed via in-gallery surveys conducted over a variety of ‘day types’ in order to ensure a sample representative of the Museum’s population. Sample size exceeded the minimum required for statistical accuracy and the survey included both closed and open questions in order to generate the required level of insight. Outputs of the study included a full report analysing the responses complete with the statistical information required for the completion of the post-project evaluation, and the development of ‘target diagrams’ with supporting narrative describing the motivations, behaviour and profile of segmented audience groups to the exhibition.

UNIVERSITY OF EDINBURGH MUSEUMS

MEDICAL MUSEUM AUDIENCE DEVELOPMENT STRATEGY

University of Edinburgh

Jura Consultants has been assisting the University devise an audience development strategy for a project which will see the redisplay and reinterpretation of its historic anatomical collections coupled with a new exhibition space exploring 21st Century developments. Tasked with the relatively open brief of demonstrating the added value of the project to the University, the need to devise an audience development strategy quickly emerged from our research. Informed by consultation with key members of University staff, potential programming partners and with external representatives from within the field, our study demonstrated who the project could target and the outcomes it could deliver for participants, the University and the field more widely. Our report demonstrated the opportunity for the project to significantly widen and improve access to and engagement with the University and its collections and has been a key document informing internal decisions surrounding the project’s development as well as supporting funding applications.