How can you evaluate the impact of an exhibition on your audiences? This guide by Sarah-Jane Harknett and Kate Noble provides an example framework.
Evaluation Approach
This is a short term and highly focused evaluation encompassing a range of qualitative and quantitative methods. These methods include feedback surveys, interviews, observations, participant feedback and ethnographic field notes. The focus of the evaluation is to explore the impact of the exhibition on a range of different audiences including children and young people, general visitors and targeted outreach groups.
Evaluation Activities
| Activity | Inputs | Processes | Outputs | Outcomes |
|---|---|---|---|---|
| Exhibition Feedback Survey | Survey questionnaires designed to collect demographic data and responses to the exhibition | Survey will be placed in the Creative Space at the end of the exhibition Visitor Services Team will encourage visitors to fill in the survey Visitor Services Team will enter survey data into an online portal | Qualitative and quantitative evidence relevant to the evaluation aims | Improved understanding of the impact of the exhibition and public programme Improved understanding of the reach of the exhibition and public programme |
| Events Feedback Survey | Public events programme Survey questionnaires designed to collect demographic data and responses to the exhibition | Workshop leaders will distribute surveys to event participants either via an online or paper survey Learning Team will enter survey data into an online portal Data will be downloaded following close of survey | Qualitative and quantitative evidence relevant to the evaluation aims | Improved understanding of the impact of the exhibition and public programme Improved understanding of the reach of the exhibition and public programme |
| Visitor Tracking | This will collect information about audiences behave in the exhibition, how long they spend looking at the exhibits, displays and interpretation | Team of volunteers recruited and trained to carry out visitor tracking surveys Managed by a member of the evaluation team Volunteers will complete visitor tracking surveys and then upload data to online forms | Qualitative and quantitative evidence relevant to the evaluation aims | Improved understanding of how visitors engage with exhibition content Improved understanding of how to make exhibitions more impactful |
| Accompanied Visits | Liaison with community group leaders to arrange a suitable time and date Questions and talking points designed to prompt conversations | This will take place outside of normal opening hours and will follow participants from the community film around the exhibition The evaluation team will note and record their responses to the different exhibits as they walk around, providing a detailed account of individual experiences and noting any changes in thinking or attitude | Qualitative evidence relevant to the evaluation aims Transcriptions and records of conversations and interactions | An understanding of how community participants engage with exhibition content Feedback and observations from individuals from the local community |
| Analysis and reporting | Outputs of all data collection strands Comparison to previous reports and tracking studies Data collection and exhibition information | Content analysis of all the outputs to pull out key themes and patterns in relation to aims Description of the results and development of conclusions and implications Produce full written report with reference to Impact Case Study focusing on evidence of change | Full written report Summaries of data analysis for inclusion in Impact Case Study and exhibition report | Exhibition findings enhance understanding of exhibition impact and inform reporting and future planning |
UCM Impact & Evaluation Project Team Time
| Staff Days | |
|---|---|
| Evaluation planning and design of research instruments | 3 |
| Recruitment, training and management of volunteers | 4 |
| DATA COLLECTION Collating Surveys Carrying out an accompanied visit | 3 3 |
| Analysis and reporting | 14 |
| Total | 27 |
Proposed Project Timeline
| Days | ||
|---|---|---|
| From 8 weeks before the exhibition opens | Recruitment and training of evaluation volunteers Draw up evaluation timetable and assign tasks | 3 3 |
| Exhibition opens | Accompanied visits | 3 |
| DATA COLLECTION PHASE | ||
| After exhibition closes | Data analysis and reporting | 14 |
| Total | 27 |