How should the Museum of London improve exhibitions, increase visitor satisfaction & drive attendance in the future?

124 exhibition visitors

1country: UK

"Working with intO as our exhibition evaluation partner has been so enjoyable; they’re thorough and competent. The whole process has been very easy with them on board."

Natalie Rowan (Acting Joint Head of Communications, Museum of London)

  • On-site visitor interviews
  • Auto-ethnography
  • Vox pops
  • In-depth interviews
  • Written report
The Opportunity

An iconic institution, the Museum of London (MoL) documents the history of the UK’s capital from prehistoric to modern times. Via exhibitions and activities, the museum connects people to the lived experience of London and significantly contributes to London’s cultural, educational, international and economic impetus. Since 2019, intO has worked with the MoL team to orchestrate qualitative evaluation of its major temporary exhibitions (Secret Rivers, Beasts of London, and Havering Hoard: A Bronze Age Mystery) and collect qualitative and quantitative insights to support communications planning.

Our Approach

Our evaluative work identifies the profile and quantity of each of the museum’s visitor typologies and how they perceived their visit. The overarching exhibition themes that most resonate with visitors (UK and international tourists) are determined, and practical issues relating to their visits are explored. Contextual interviews, combined with quantitative data analysis, deliver insights into visitor perceptions, motivations and drivers.

When supporting concept testing and communications planning, intO recruits visitors and potential visitors and blends quantitative and qualitative data collection to assess the semantic associations, preferences, and levels of engagement and clarity relating to different proposed applications. 

Business Impact

Ahead of MoL’s move to a new, purpose-built site (scheduled for 2024), intO’s research is helping the organisation to fine-tune the visitor experience and make informed, confident decisions that are optimising its exhibitions and activities.