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WAM Exhibition Research Findings Secrets of the Afterlife: Magic, Mummies and Immortality in ancient Egypt.

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Presentation on theme: "WAM Exhibition Research Findings Secrets of the Afterlife: Magic, Mummies and Immortality in ancient Egypt."— Presentation transcript:

1 WAM Exhibition Research Findings Secrets of the Afterlife: Magic, Mummies and Immortality in ancient Egypt

2 Formative testing: Results In early 2013 Morris Hargreaves McIntyre and Western Australian Museum ran an online population survey, testing the levels of interest in an upcoming touring exhibition from the British Museum, the appeal of titles and advertising materials, and assessing levels of price resistance. The research found that the forthcoming exhibition at WAM was likely to have blockbuster appeal, and therefore likely to attract a broad audience. Title testing revealed a market hoping to have a time-travelling experience with unexpected twists and turns. This was reflected in the preferred title of the exhibition: Secrets of the Afterlife. The broad appeal of the subject matter and the partnership with the British Museum made the exhibition a ‘hot ticket’, with the majority of the market willing to pay up to $20 to visit. Preferred Images

3 Summative evaluation: Methodology Visitors were approached at random on exit from the exhibition and asked to fill in a short self-completion survey. 316 surveys were completed. Visitors’ behaviour and levels of engagement were also observed in the exhibition space by trained researchers. 239 visitors were observed and recorded across the exhibition’s 12 zones. For context, comparisons have been made with the Unveiled, Extraordinary Stories and Debt of Honour exhibitions as well as the results of the most recent general WAM visitor research (April to June 2013).

4 FREQUENCY Before the Visit

5 AWARENESS & MOTIVATION

6 Before the Visit PUBLICITY AWARENESS

7 Before the Visit PUBLICITY AWARENESS: ALL Before your visit today, which if any of the following did you read, see or hear about the Secrets of the Afterlife exhibition? Total Base319 Signs outside the building50% Article in a newspaper/magazine24% Advertisement in a newspaper/magazine14% Mention on TV35% Mention on radio6% Brochures or postcards4% Tourist or visitor guide book6% Tourist information centre/iSite3% Tourist map3% Social networking site5% WA Museum website27% WA Museum e-newsletter4% Other website, blog or ed information3% Recommendation from friend/family/teacher/colleague 25% Other10% Don't know/can't remember1% None of these2% No reply8 And which was the main source of information for your visit today? Total Base312 Signs outside the building19% Article in a newspaper/magazine11% Advertisement in a newspaper/magazine6% Mention on TV21% Mention on radio1% Brochures or postcards1% Tourist or visitor guide book1% Tourist information centre/iSite- Tourist map- Social networking site2% WA Museum website11% WA Museum e-newsletter2% Other website, blog or ed information2% Recommendation from friend/family/teacher/colleague 15% Other6% Don't know/can't remember- None of these2% No reply15

8 Before the Visit VISIT DECISION MAKING

9 Before the Visit MOTIVATIONS

10 Visitor Profile ORIGIN: ALL VISITORS Unveiled exhibition comparison: 95% Australia0% New Zealand5% Overseas Debt of Honour exhibition comparison: 70% Australia5% New Zealand25% Overseas Extraordinary Stories exhibition comparison: 89% Australia3% New Zealand7% Overseas

11 Visitor Profile ORIGIN: AUSTRALIAN VISITORS Unveiled: 94% Western Australia 3% Victoria 2% New South Wales Extraordinary Stories: 85% Western Australia 7% New South Wales 4% Queensland 4% Victoria Debt of Honour: 74% Western Australia 8% Queensland 7% Victoria 6% New South Wales 5% South Australia Leading Districts – Secrets of the Afterlife Brand (WA) 24% Tangney (WA) 21% Curtin (WA) 17% Stirling (WA) 17%

12 Visitor Profile FREQUENCY First time visitors: origin breakdown: Australia 88% Other 12% Repeat visitors: origin breakdown: Australia 100% Other 0%

13 Visitor Profile PARTY SIZE

14 Visitor Profile PROFESSIONAL OR ACADEMIC CONNECTION WITH HISTORY OR MUSEUMS Extraordinary Stories: 22% Unveiled: 13% Debt of Honour: 12% General WAM audience: 8%

15 Visitor Profile SUBJECT KNOWLEDGE

16 Culture Segments IN BRIEF

17 Culture Segments

18 During the Visit DWELL TIME Exhibition Comparison Debt of Honour: 1 hour 39 minutes Unveiled: 1 hour 14 minutes Extraordinary Stories: 1 hour 1 minute

19 During the Visit MEANING MAKING Visitors’ overall level of behaviour in each zone was observed and measured using the following: Browsing: Selecting random objects and displays in no apparent narrative or sequence Following: Looking at a number of objects and displays in a sequential pattern Searching: Very applied following, reading everything and engaging with all of the objects

20 During the Visit MEANING MAKING

21 During the Visit ENGAGEMENT LEVELS

22 During the Visit ENGAGEMENT LEVELS

23 During the Visit WHAT DID VISITORS DO?

24 Visit Outcomes MOTIVATION VS OUTCOME

25 Visit Outcomes MEETING EXPECTATIONS

26 Some responses by theme (1) Quality and number of exhibits It is a good display of artefacts that WA residents do not get to see unless they travel overseas. It is an excellent collection, very informative. A wonderful insight into the afterlife expectations and related practices of ancient Egyptians. A good exhibition, but expected a few more exhibits The Mummies It was very interesting with amazing artefacts. It was cool to see real mummies! I saw two mummies! For children It is an excellent place to take children to learn about another culture. I think it would be a great place for my relatives to take their children and my friends would be fascinated by the many artefacts on display. Kids need to be older than 6 or 7, especially for those few children with short attention spans

27 Some responses by theme (2) Exhibition Space A well presented informative exhibition. Well laid out with plenty to keep the children interested. Very interesting and informative, if a little crowded. Go at a quiet time Value for Money It was great to visit and understand Ancient Egyptian culture, and definitely cheaper then if I visited the UK! Interesting, though a bit expensive for its size. Information and descriptions The staff were very knowledgeable and helpful and the exhibition was very well organised and well-lit. The interactive displays and videos were a nice added extra. It was nice to have the opportunity to see all these artefacts, though there not enough detail in the explanations.


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