Evaluating Visitor Engagement in the Assyrian Galleries at the British Museum

Sponsor:	The British Museum
Sponsor Liaison:	Stuart Frost
Student Team:	Jamie Baines, Rohit Tallapragada, Luke Thomas, Madeline Young
Abstract:	In May 2024, the British Museum implemented new text panels, graphics, and a projection show in Rooms 6, 7, and 10: The Assyrian Galleries. This study evaluated the renovation’s effectiveness in improving visitor engagement with the galleries. We conducted visitor observations and exit surveys to determine how visitors interacted with the Assyrian exhibits and their motivations for attending. Our findings indicated the Assyrian Galleries attract a diversely motivated audience and the renovations successfully improved visitor engagement and satisfaction. To further enhance visitor engagement, we suggest the museum continue implementing visual and digital renovations, improve specific exhibits’ lighting, and provide visitors with options to learn more about the galleries’ content.
Link:	Evaluating Visitor Engagement in the Assyrian Galleries at the British Museum British Museum – Final Presentation (Part 1) British Museum – Final Presentation (Part 2)

Executive Summary

Introduction 

Appearing on the British Museum’s “Don’t Miss” list, the Assyrian Galleries are home to one of the world’s largest existing ancient Assyrian collections. In May 2024, the British Museum implemented new text panels, graphics, and a projection show to increase visitor engagement and satisfaction with Rooms 6, 7, and 10. Due to the renovations’ recent implementation, the British Museum lacks data on their effectiveness in facilitating higher visitor engagement and providing a positive visitor experience. The renovations’ success is crucial in informing the British Museum’s master plan to modernize and appeal to its 21st-century audiences. 

Methods

Our team had three main research objectives for this project:

1. Assess visitor motives for attending the Assyrian Galleries. 
2. Determine the Assyrian Galleries’ effectiveness in providing sufficient information to satisfy visitor inquiries through text and graphic panels.
3. Evaluate visitor engagement and satisfaction with the newly added digital display, graphics, and texts.

To assess visitor motives, we utilized exit surveys asking visitors to share who they attended with and their reasons for visiting the Assyrian Galleries. Visitor surveys provided insight into visitor satisfaction with their experience and whether the galleries sufficiently answered visitor inquiries. Using a QR code flyer at the entrances of Room 10a: Lion Hunt, we gathered 101 complete exit survey responses. We gathered 285 visitor observations over three weeks to quantitatively analyze visitor engagement. Visitor observations allowed us to collect data on dwell time, attraction power, and holding power. We then assessed visitor flow and common visitor behaviors in the Assyrian Galleries. 

Findings

Sightseers and educational groups had the highest attendance rates in Rooms 6, 7, and 10 while visitors more likely to deeply engage with the material had lower attendance volume. Visitors’ survey responses allowed our team to segment visitors into the seven distinct motivation categories previously outlined by the British Museum. Most visitors visited with others, with 46% stating they came with other adults as shown in Figure I. Similarly, over 30% of surveyed visitors stated they attended as part of a tour group, school group, or with children. When provided with a list of motivations for attending the Assyrian Galleries, 41 visitors responded that the galleries are a popular British Museum exhibition. Visitors who selected this motivation fell in the sightseer category. 

Figure I. Motivational drive vs. visitor volume map for seven segmentation categories in the Assyrian Galleries

Visitors deemed sightseers are more likely to engage with the material at a surface level as their attendance is socially motivated. Conversely, visitors in the self-developer, expert, and art lover categories often engage deeply with exhibition material. These visitors are intellectually, emotionally, or spiritually motivated. Visitor segmentation provided nuance to how various visitors engage with the Assyrian exhibits and affect the dwell time, attraction power, and holding power in the exhibition. 

The new text panels, graphics, and projection show implemented in the Assyrian exhibition successfully attracted visitors and maintained their interest. Visitors rated the position, language, text size, and amount of information for the new text and graphic panels on a scale of 1 to 5 stars. The average ratings for each feature ranged from 3.51 to 3.81 stars, indicating strong approval from visitors. Room 10a: Lion Hunt housed the new projection show, which retained the highest holding and attracting power out of all the room’s exhibits. The high attracting and holding power correlates to high visitor engagement. When asked to rate the visibility, duration, volume, amount of information, and engagement of the Lion Hunt projection, visitors responded with mean ratings ranging from 4.03 to 4.32 out of 5 stars each.

Visitor observations indicated that 26% of visitors were classified as walkthroughs. The overall walkthroughs for the Assyrian Galleries have shown a marked increase in visitor engagement in the rooms where the new text panels were installed. Additionally, the average dwell time in each room further supports the claim that the new text panels have significantly enhanced visitor engagement. Room 6a and 6b’s average combined dwell times were roughly equal to 10a’s average dwell time alone.

Visitors are generally satisfied with the current layout and presentation of the Assyrian Galleries. Survey respondents rated their satisfaction and how well their expectations were met at around 4 out of 5 stars. This presents the gallery exceeding visitor expectations.

A comparison of positive and negative emotions reported by visitors presents a predominance of positive emotions over negative ones. The high ratings indicate visitors found the gallery engaging and felt that their expectations were being met. The survey results suggest that visitors appreciate the attention to detail and the presentation quality. This positive feedback indicates that the gallery’s current approach effectively delivers a fulfilling and enjoyable experience for its visitors.

There was an increase in visitors’ knowledge about Assyrian history and culture after attending the Assyrian Galleries. In the exit survey, visitors were asked to rate their knowledge of Assyrian content before and after their visit on a 5-star scale. The average before visiting the galleries was 1.91 stars which shows most visitors had little knowledge of Assyrian culture and history. However, after experiencing the galleries, visitors rated their knowledge at an average of 3.98 stars. The increase in visitors’ confidence in their knowledge is due to both the amount of first-time visitors and the addition of the new text, graphics, and projection show. When asked if they had visited the Assyrian Galleries before, 79% of survey participants had not. As shown in Figure II, 96% of first-time visitors reported increased knowledge after leaving the galleries. Repeat visitors also showed increased knowledge, as 80% reported a higher knowledge rating than before. 

Figure II. Percentage of new and repeat visitors who experienced increased knowledge

Tour group behavior and crowding in the Assyrian Galleries, specifically in Room 10a: Lion Hunts, negatively impacted visitors’ interactions with the galleries. Tour groups waiting for the projection to start were a common issue for other visitors. In addition to tour groups, many visitors would stop next to the projection show, resulting in 10a becoming cramped and overcrowded. This made it difficult for visitors to view the entirety of the projection show, lessening satisfaction and engagement with the projection.

Conclusions and Recommendations 

The new texts, graphics, and projection show effectively engaged visitors in the Assyrian Galleries. From our visitor observations and exit surveys, we formulated four central conclusions:

1. Sightseers and self-developers are the most common visitor segments attending the Assyrian Galleries.
2. Visitors are leaving the galleries more knowledgeable about Assyrian culture and history.
3. The new graphics and projection show are the highest engaging displays.
4. Visitors are satisfied with the new elements and the overall gallery layout.

To continue increasing engagement in the Assyrian Galleries and other exhibitions, we have four main recommendations for the British Museum:

1. Optimize the timing and frequency of the Lion Hunt projection show and inform visitors of its duration.
2. Adjust the interactive text panel and increase the lighting in Room 10b.
3. Give visitors access to more in-depth information about the Assyrian Galleries.
4. Continue implementing new texts, graphics, and digital displays as the master plan progresses.

To keep visitors engaged and satisfied in the Assyrian Galleries, we recommend the British Museum make a few minor changes to certain rooms. Including signage of show duration, shortening the intermission between showings, and improving the uptime of the lion hunt projection would allow more visitors a chance to view it. Secondly, modifying the interactive text panel on the “Siege of Lachish” graphic to be less disruptive and increasing the lighting would improve visitors’ experience in Gallery 10. In addition to these changes, giving visitors a place where they can find more in-depth information about Assyria would be a simple way to increase satisfaction for more highly engaged visitors. Lastly, implementing new texts, graphics, and digital technologies into other exhibitions would increase visitor engagement. Applying these changes will help work towards keeping visitors satisfied and increasing their engagement throughout the museum.