Whether you’re testing a new exhibition, museum concept or visitor journey, our rich audience insight and accurate market data fuel your ability to make the right decisions at the right time.
A programme of temporary exhibitions has the potential to bring in new audiences, connect with different audiences, build brand affinity, and deliver meaningful outcomes for everyone who visits.
So too does a new gallery space, a new experience, or a new way of interpreting existing objects. But in order for these strategic objectives to be met, you’ll first need to make informed decisions on how to time, talk about, position and evaluate each new exhibition, proposition or idea.
Our suite of formative and summative exhibition evaluation tools give you deep insight into the audience’s responses to the concept, their preferences for marketing materials, imagery, straplines, layout and interpretation, and their reactions to the exhibition both at prototype and ‘live’ stages, as well as accurate projections of visit numbers and price point testing. We also offer more in-depth audience consultation programmes, designed to get all-important audience feedback when making weighty decisions.
Our holistic approach to formative and summative exhibition evaluation provides visitor insights that underpin solid strategies for success.
We're experts at sizing, profiling and analysing the potential market for your proposition.
With limited resources and time to plan and deliver what was going to be the most immersive experience at the museum to date, we sought help to identify which stories mattered most to audiences.
Although manga is huge in popular culture, it didn’t guarantee the British Museum's exhibition would attract a more diverse audience. Formative research showed manga enthusiasts feared the Museum would spoil the subject matter.
With the public increasingly looking to museums to cut through the noise, institutions are more than ever prepared to tackle big, critical issues, to present thoughtful and diverse perspectives, and to ask stimulating questions.
As Director of MHM’s USA Division, Lorna leads a wide range of consultancy and insight projects including audience engagement strategy, fundraising and membership strategy, and brand development. She has extensive experience rolling out ongoing programmes of exhibition testing and evaluation for museums and galleries and understands how to maximise appeal and engagement.