Trying to work out what we needed to do for a museum exhibition, recently I recalled the heady days when we used our nous. I made the mistake of asking a former colleague what he recommended. Here is his reply:
Surely today these imponderables would be resolved by commissioning a formative evaluation study, identifying audience needs, behavior, attitude, learning styles and preferences, through questionnaire and observational research, testing of conceptual and intellectual options with focus groups, followed by summative evaluation, using similar techniques on temporary/intermediate solutions and capable of being modified for the final interpretative offer. All actions would require a Project Execution Plan and, of course, Business Plan, with weekly management reports and a clear audit trail.
I would also recommend that this evaluation should not be done in isolation but as part of a wider study evaluating the effectiveness of all interpretative media available, either individually or as part of a mixed media platform. The study should also be perhaps wider to include the financial implications of required expenditure and anticipated income and meeting Brand objectives.
Oh joy.
