RITUALS OF SEDUCTION: BIRDS OF PARADISE Exit Survey Results July 2011 Chris Lang, Australian Museum

Transcription

1 RITUALS OF SEDUCTION: BIRDS OF PARADISE Exit Survey Results July 2011 Chris Lang, Australian Museum 250 face to face surveys were conducted throughout June 2011 of visitors who had exited the exhibition OBSERVATIONS Main reason for visiting the exhibition 38% general visit 28% tourist destination 8% to see Birds of Paradise exhibition 8% to see other exhibition Do you recall seeing or hearing about the exhibition before your visit today? 14% billboard/sign outside 9% internet (this was 16% for people living in Sydney) 6% tourist brochure (this was 11% for people living outside of Sydney) 4% ads on bus shelters 3% friends/families/other people 3% Sydney Morning Herald Levels of Satisfaction (scale of 1 to 5 with 5 being very satisfied) 4.1 The exhibition had a logical flow 4.4 The atmosphere/feeling/ambience of the exhibition was just right 4.3 I could see everything I wanted to see 2.6 The information in the exhibition was all very familiar to me 4.4 The exhibition was physically comfortable 4.3 I could hear everything I wanted to hear 4.6 I learned things about birds of paradise that I didn t know before 4.4 There is something for all ages in the exhibition Note that the low score for familiarity with the information in the exhibition can be balanced by the high score for learning things about the topic that they didn t know before, suggesting that it was an unfamiliar topic for many that they learned new things about. Would you recommend this exhibition to others? 93% Yes (this rose to 95% for females, and 97% for ages 50+) 4% No 3% Unsure 1

2 What was your main reason for visiting this exhibition? 40% In the area/part of museum visit 18% first thing when seen when visiting museum 10% interest in birds/biology 7% visual appeal 6% curiosity 5% saw marketing image 4% interest in PNG/culture What did you expect to see in this exhibition? 43% nothing / no expectations / not sure 32% birds / specimens 4% culture / artefacts 4% similarities between birds and people 3% mating behaviours / dances of birds 3% images / videos What ONE aspect of the exhibition did you MOST like? 30% head dresses / hats / textiles / artefacts this rose to 40% for under 35s and fell to 15% for over 50s 25% videos (unspecified) this rose to 32% for ages 50+, and fell to 19% for under 35s 13% mating behavior / dances of birds this rose to 21% for over 50s 11% bird specimens / biological information 10% colours 8% similarities / contrasts between birds & people 6% cultural & historical information 4% variety / diversity of species 4% photos 3% dancing / dress up section at the end 2% interactive database 2

3 What ONE aspect of the exhibition did you LEAST like? 49% nothing in particular / don t know 17% dead birds 5% misty showcase 4% seating 4% labeling/panels 3% videos 3% noise 3% final section A group of people from the Museum developed this exhibition. What do you think was the main message/idea they were trying to convey? 5% don t know 22% culture 39% birds & people (similarities / mimicry / relationship) 16% birds (general) 8% education 27% conservation / environmental 8% visual beauty 3

4 Would you be interested in exploring this topic, or any of our content online? 50% Yes this rose to 54% among males, and to 58% for ages % No If so, how? 57% Australian Museum website this rose to 69% among over 50s 8% social media (Facebook, Twitter etc) 4% mobile services (smartphone apps) 43% other (google, Wikipedia etc) Do you recall seeing these cases? If so, what did you think about them? 37% yes, liked / interesting this rose to 46% for males, and 42% for over 50s 20% yes, didn t like this rose to 28% for females 20% no, didn t see / can t recall 14% yes, no comment / other 10% yes, didn t understand / didn t see explanation Who did you visit with today? 39% with family this rose to 69% for 35 49s 28% with spouse / partner this rose to 36% for under 35s and over 50s, and fell to 10% for 35 49s 12% by yourself 11% with friends this rose to 25% for under 35s 5% with family & friends 2% part of organized group or tour Are you an Australian Museum Member? 91% No this fell to 86% for repeat visitors, and to 85% for visitors from Sydney 9% Yes If no, are you aware of the existence of AMM? 59% Yes this rose to 70% for repeat visitors, and 67% for visitors from Sydney 40% No Did you use the Museum s website to plan your visit? 76% No 23% Yes this rose to 35% for Sydney based visitors 4

5 Have you ever visited the Australian Museum before? 53% No this rose to 66% for under 35s 47% Yes this rose to 58% among over 50s, and to 69% for visitors from Sydney If yes, how long is it since your last visit to the Museum? 38% Less than 12 months 14% 1 year or more, less than 2 years 12% 2 years or more, less than 5 years 13% 5 years or more, less than 10 years 23% 10 years or more How many times have you visited the Museum in the last 12 months, not counting your visit today? 4% 1 2% 2 11% 3 7% 4 2% 5 4% 6 71% not stated Would you be likely to visit the Australian Museum in the next 12 months? 82% Yes this rose to 86% among females, and to 92% in over 50s. 5% No 9% Unsure 5% not stated Age 3% Under 18 15% % % % % 65+ Gender 46% Male 54% Female What is the highest educational level you have attained to date? 1% Primary School 14% High School 14% Technical College 35% University Undergraduate 35% University Postgraduate 5

6 Where do you live? (all) 74% Australia 6% North America 5% Other Europe 5% Asia 3% UK 3% Africa / South America / Pacific 2% New Zealand 2% France 1% Germany Where do you live? (Australian residents) 76% NSW 3% VIC 5% QLD 3% SA 4% WA 4% TAS 4% ACT Where do you live? (NSW residents) 47% Sydney 53% Elsewhere In which country were you born? (all) 51% Australia 9% UK 10% North America 4% New Zealand 2% Germany 3% France 9% Other Europe 1% China 6% Other Asia 3% Africa / South America / Pacific Are you of Aboriginal or Torres Strait Islander origin? (if born in Australia) 86% No 2% Yes, Aboriginal (these were male repeat visitors from Sydney, under 35) 13% Not stated 6

7 What is your approximate annual income? 14% Under $25,000 10% $25,000 $49,999 12% $50,000 $74,999 11% $75,000 $99,999 14% $100,000 $149,999 12% $150,000 $199,999 8% $200,000 and over 18% Not answered Can you recall the name of this exhibition? 49% Birds of Paradise 12% Birds of Paradise Rituals of Seduction 13% Rituals of Seduction Birds of Paradise 3% Birds 8% Other 15% Don t know Do you have any other comments about the exhibition in general? 43% Don t know / no comment 1% Layout 8% Content 34% Excellent / informative 2% Atmosphere 1% Educational 2% Exhibit / showcase content 3% Seating 1% Misleading marketing image / title 10% Other 7