Museum of East Anglian Life: Visitor Research Research findings for the Museum of East Anglian Life December 2013 (F

1. Museum of East Anglian Life: Visitor ResearchResearch findings for the Museum of East Anglian Life December 2013 (FINAL) Museum contact: Sarah Allman sarah.allman@eastanglianlife.org.uk 01449 618220 Prepared by Insight Track Ltd. intouch@insighttrack.co.uk

2. Contents • Background • Objectives • Methodology • Research findings • Section 1: Planning a visit • Section 2: Visitor behaviour • Section 3: Opinions of areas of the Museum visited, and facilities used • Section 4: Opinions of Abbot’s Hall • Section 5: Future developments • Section 6: • i) Respondent profiling • ii) Group profiling • Section 7: Respondent well-being and social participation

3. Background • The Museum of East Anglian Life (the Museum) in Stowmarket is a social enterprise sharing the compelling story of East Anglian lives through historic buildings, collections and landscape • The Museum has 4 organisational pillars: Working Together, Courage, Belonging and Experience • There are over 75 acres of grounds to explore at the Museum, with both permanent and temporary exhibitions on display in its 25 buildings • The Museum is a recipient of funding from the Paul Hamlyn Foundation special initiative Our Museum for its active partnership with its communities. This research was carried out to improve its understanding of the visitor community • Having previously relied on self-completion surveys, the Museum wished to conduct face-to-face visitor research for the first time during the 2013 summer season, to gauge visitor satisfaction, preferences and behaviours, initially aiming to complete all the fieldwork themselves • The Museum asked Insight Track to analyse the research findings. This report sets out the key findings

4. Objectives • The overall objective was: • To provide the Museum with insight about visitor behaviour and perceptions, to help inform future planning decisions, and to create benchmarks to test progress over time • Research objectives included: • Scoping the demographics of visitors and their group • Investigating the reasons, decision making process and other activities planned for the day of visit • Gauging the behaviour on-site, including duration of stay and areas visited • Understanding perceptions of displays and services and responses to proposed future developments

5. Methodology • Face-to-face, quantitative exit survey (primarily conducted by the Museum staff, although supplemented by ITL interviewers) • A fully structured questionnaire, designed by the Museum, comprising around 40 questions (mix of open and closed), and taking approximately 15 minutes to complete • A total of 183 respondents, providing reasonably robust findings overall, with indicative sentiment across sub-groups (i.e. by gender, age…) • Museum of East Anglian Life visitors • Interviewers were advised to randomly select respondents for interview, to ensure the sample was as representative of Museum visitors as possible* • Fieldwork was conducted during Summer and Autumn 2013 • At the Museum of East Anglian Life, Stowmarket (exit survey) How? How many? Who? When? Where? *See Section 6(i): ‘Respondent profiling’

6. Notes • All findings are expressed as a percentage, unless otherwise stated. When they do not total exactly to 100%, this is due to computer rounding or multiple-response answers (i.e. respondents could have given more than one answer) • “Single response” refers to where respondents were only allowed to give a single response to a question • “Multiple response” refers to where respondents were able to give more than one response to a question • Verbatim quotes are included to illustrate themes and key points • An interpretative ‘traffic light’ colour system has been used at various places in the report to highlight findings that are generally:

7. RESEARCH FINDINGS:Section 1: Planning a visit

8. Who made the decision, and motivations, to visit • The majority of respondents made the decision to visit the Museum themselves • Although partners/spouses also played a notable role, as did other members of the group • The main motivators to visit were a desire to see specific exhibitions, wanting a day out, and that it is something to do with friends Motivations to visit the Museum (unprompted) (key responses) Who made the decision to visit the Museum Children Day out Interested Leaflet Wanted to visit Music Animals Festival Exhibition History Cafe Friends Season ticket % Local Base: 183 (all respondents) Q: Who made the decision to visit today? Prompted, multiple response Q: What motivated you to visit the Museum today? Unprompted, multiple response

9. How heard about the Museum How heard about Museum • Around half of respondents said that they knew about the Museum because they were local to the area • A quarter said that someone had recommended it/told them about it • With 10% having accessed information via the Museum of East Anglian Life website % Base: 183 (all respondents) Q: How did you hear about the Museum? Prompted, multiple response

10. Travelling to the Museum • Around two thirds of respondents travelled to the Museum by car on the day of interview • With around a fifth travelling by foot only • Visitors were most likely to have journeyed from Suffolk in general, with over a third specifically from the Stowmarket area How travelled Where travelled from % % Base: 183 (all respondents) Q: How did you travel here today? Prompted, multiple response Q: Where have you travelled from today? Prompted, single response

11. Reasons for visiting area • The majority of respondents were in the Stowmarket/Mid-Suffolk area specifically to visit the Museum • Of those travelling to the area from outside Suffolk, the large majority were day-trippers, although 17% were staying overnight; most likely for one night Whether staying overnight (N=46) Main reason for visiting area Live in local area % % Base: 183 (all respondents) – prompted, single response Q: Which of the following best describes your reason for visiting Stowmarket/ Mid-Suffolk today? Base: 46 (all respondents not from Suffolk) – prompted, single response Q: Are you here on a day trip from home, or are you staying overnight?

12. Other activities undertaken on the day of visit • The majority came straight from home to the Museum and intended to go straight home after their visit, indicating that it is intended as the main activity/destination for the day • Advertising and/or reciprocal offers may have a moderate effect on visitor rates, and would likely be best placed in Stowmarket or the nearby Asda supermarket Before Museum visit (multiple response) After Museum visit (single response) % % Base: 183 (all respondents) Q: What did you do before your visit? Unprompted, multiple response Q: Where are you going on to from here? Unprompted, single response

13. Section 2: Visitor behaviour

14. Number of visits to the Museum in the last three years • Around half (49%) were visiting the Museum for the first time in the past three years (although a quarter of these had visited more than three years ago) • Over a quarter (26%) are frequent visitors and have visited five or more times in the past three years Number of visits in last three years 75% of those having visited once in the last three years were ‘first time ever’ visitors % Base: 183 (all respondents) Unprompted, single response Q: Is this your first visit to the Museum? Q: How many times have you visited the Museum in the last three years, including this visit?

15. Time spent at the Museum on the day of interview • Half of the sample (50%) spent longer than three hours at the Museum on the day of interview • 12% were there for less than an hour • Those spending the least time were most likely to be local and frequent visitors • Most likely: • Travelling from Stowmarket:11% • Visiting more than 5 times in past 3 years: 15% • Least likely: • Travelling from Stowmarket:18% • Visiting more than 5 times in past 3 years: 8% Base: 183 (all respondents) Q: How long have you spent at the Museum today? Prompted, single response

16. Section 3: Opinions of areas of the Museum visited, and facilities used

17. Areas of the Museum visited, and facilities used • The most frequently visited area on the day of interview was the Industrial Zone • Most commonly used facilities were the paper map/visitor guide, café and toilets (N.B. not at Abbot’s Hall) Areas visited Facilities used % % Base: 183 (all respondents)Prompted, multiple response Q: Which of the following areas of the Museum have you visited today? Q: Which of the following Museum facilities /services have you used or experienced today?

18. Rating of prompted areas of the Museum • All prompted areas of the Museum achieved good overall mean ratings (on a five point scale, where 1=very poor and 5=very good) Mean ratings amongst those visiting areas* 4.8 4.7 4.5 4.5 4.5 4.5 4.4 4.3 4.2 4.1 Base: 183 (all respondents) Q: Which of the following areas of the Museum have you visited today and how do you rate them? Prompted, single response *Mean ratings significant at a 95% confidence level +/- 0.1

19. Reasons for low ratings for areas of the Museum (unprompted) (key responses) • There were only a few negative comments cited for any of the prompted areas of the Museum • However, any comments made typically revolved around the following issues: Needed updating Not enough to see or do Concerned about safety “Very dated - poor intro to Museum” (Home Close) “When visited - bare soil getting ready for replanting” (Walled Garden) “Slide area needs attention for safety reason” (Children’s Playground) “Needs updating” (Children’s Playground) “There was nothing in there!” (Stables) “Safety aspect” (Riverside Walk) “Not enough variety” (Children’s Playground) “Not enough animals” (Home Farm) “It just need tidying up and refreshing” (Stables) “Stinging nettles around” (Children’s Playground) “Looks very old now compared with other areas” (Home Close) “We think it is full of insignificant things. More house objects needed” (Abbot’s Hall) “Didn't look safe” (Children’s Playground) Base: all respondents giving low ratings for these areas (quite/very poor) Q: Why did you give a low rating for this area of the Museum? Unprompted, multiple response

20. Rating of facilities/services used at the Museum • The majority of facilities/services achieved good or very good mean ratings • However, ratings for signage and toilets (not at Abbot’s Hall) were noticeably lower Mean ratings amongst those using facilities* 4.9 4.7 4.6 4.6 4.5 4.5 4.4 4.3 4.2 4.1 3.8 3.5 Base: 183 (all respondents) Q: Which of the following Museum facilities /services have you used or experienced today and how would you rate them? Prompted, single response *Mean ratings significant at a 95% confidence level +/- 0.1

21. Reasons for low ratings for facilities/services used: Parking (unprompted) (key responses) • Lack of clarity about where car parks were, and how to get to the Museum once parked, were key negatives • There were also several mentions that disabled parking is not close enough to the Museum Asda car park Abbot’s Hall car park “Confusing and was unsure of where to park, would rather have parked in Abbot’s Hall car park” “Didn't know there was one. Parked at Asda” “Not made clear - not mentioned” “Disabled - still too far to walk” “Paid on a Sunday. Too far away and charge unclear” “My friend was disabled and found the distance from the car park to the museum was too far” Base: all respondents giving low ratings for these facilities (quite/very poor) Q: Why did you give a low rating for this facility/service? Unprompted, multiple response

22. Reasons for low ratings for facilities/services used: Conveniences (unprompted) (key responses) • Toilets in Abbot’s Hall received few complaints, but others on-site were generally considered dirty and in need of an update/re-fit • The waiting times at the café were remarked on when respondents were interviewed on event days, with a feeling that there could have been better preparation and anticipation for busy times Café Toilets (other than Abbot’s Hall) “Dirty, smelly, didn't want grandchild using them” “Had to wait too long for drinks - not enough staff. Should have been prepared as they know how many to expect” “Very dated - needed upgrading” “Terribly out dated” “Had to wait too long for a drink - 30 mins” “Waited too long for food/drink - should have been better prepared” “Toilets on site poor, old and smelly” “Very poor, especially for young children” “Hand dryer not working. Needed cleaning” “No organisation - not enough staff. Too long a waiting time” “Very cold and not many available” Base: all respondents giving low ratings for these facilities (quite/very poor) Q: Why did you give a low rating for this facility/service? Unprompted, multiple response

23. Reasons for low ratings for facilities/services used: Getting around (unprompted) (key responses) • Signage, both to the Museum and once on-site, was considered unclear; while the map could perhaps improve in terms of scale, and making the toilets clearer Signage “Could be better, needs number to match the map” “Signs to car park confusing. Nearly put us off” Getting to the site “No idea where to go. No idea what buildings was which or what they contained. Little explanation of what machinery does” “Very little signage on roads from Bury” Getting around site “Car park not very clear for disabled parking - not clear where to park” “Not enough on site, need standing posts, (there are) no 'you are here' signage” Getting from car park to Museum “Poor signs for locating museum (from Asda car park) and paying car park charge” Map “Didn't show toilets properly” “No map given on admission” “Gives no idea of scale” “Entrance to museum confusing” Base: all respondents giving low ratings for these facilities (quite/very poor) Q: Why did you give a low rating for this facility/service? Unprompted, multiple response

24. Rating of agreement with statements: Brand pillars • There was general agreement that the Museum is achieving its brand pillars, although there is still room for improvement and monitoring over time Mean ratings* The Museum of East Anglian Life… 4.4 4.4 4.1 4.0 4.0 Base: 183 (all respondents) Q: Thinking about your whole visit to the Museum, to what extent would you agree or disagree with these statements? Prompted, single response *Mean ratings significant at a 95% confidence level +/- 0.1

25. Agreement with statements: life enhancing experiences • In general, the Museum is considered to be a ‘life enhancing experience’, particularly in encouraging a group experience Mean ratings* 4.7 4.3 4.1 Base: 183 (all respondents) Q: Thinking about your whole visit to the Museum, to what extent would you agree or disagree with these statements? Prompted, single response *Mean ratings significant at a 95% confidence level +/- 0.1

26. Section 4: Opinions of Abbot’s Hall

27. Overall theme of Abbot’s Hall • The overall theme of Abbot’s Hall is predominantly perceived to be ‘a home and belonging in East Anglia’ • Although around a quarter see the overall theme as being ‘farming families and their lives’ % Base: 103 (all respondents visiting Abbot’s Hall) Q: Which of these would you say is the overall theme of the displays in Abbot’s Hall? Prompted, single response

28. Rooms most and least enjoyed • On balance, Come Dine With Me and The Hall and its People were considered the most enjoyable rooms, and Home on the Road and People’s Peculiar the least 17 14 7 6 3 3 0 -1 = net % x -6 -10 -11 % Base: 103 (all respondents visiting’ Abbot’s Hall) Q: Which of the rooms did you MOST enjoy? Prompted, single response Q: Which of the rooms did you LEAST enjoy? Prompted, single response

29. Enjoyment of rooms: Come Dine With Me(unprompted) (key responses) 1st MOST enjoyable • The context of a realistic room and the subject matter made Come Dine With Me the most enjoyable room “Liked layout of room. Gave idea of what room would have looked like” “I like cooking and dining myself” “Interested in food and etiquette” “Just seemed to be nothing more than a dining room” “Enjoy knowing what people used to eat, especially the upper classes” “Too much emphasis on ‘people’ and not on ‘food’” “It was a different and interesting display made fun by the way the information was shown on the tables” Positive Negative Base: all respondents finding this room the most or least enjoyable Q: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response

30. Enjoyment of rooms: The Hall and its People(unprompted) (key responses) 2nd MOST enjoyable “Interactives really added to the visit, interesting information” • The interactive aspects, specifically the drawers and audio chairs, were particularly mentioned as being enjoyable in The Hall and its People “Really liked listening chairs and drawers” “Identify with things on display” “Interesting, interactive, hear people’s accent” “Ienjoyed the photos on the TV screen, the atmosphere of the room, the piano and leather chairs” Positive Negative Base: all respondents finding this room the most or least enjoyable Q: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response

31. Enjoyment of rooms: Home From Home(unprompted) (key responses) • Home From Home was largely considered to be thought provoking, with the ability to write labels and prescriptions being engaging “Drawing pics on labels and the prescriptions, really thought provoking. Like reading others people’s too” “Made us slow down and talk about what it would be like. Children both wrote a prescription - made them think about what's important” “Interesting and thought provoking” Positive Negative Base: all respondents finding this room the most or least enjoyable Q: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response

32. Enjoyment of rooms: Ask the Fellows Who Cut the Hay(unprompted) (key responses) • George Ewart Evans was the main attraction in Ask the Fellows Who Cut the Hay “Story of George Ewart Evans, being an outsider. Display objects interesting” “Unusual way to show local history and enjoyed old photographs” “Fan of George Ewart Evans work” Positive Negative Base: all respondents finding this room the most or least enjoyable Q: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response

33. Enjoyment of rooms: Quilts(unprompted) (key responses) • Quilts: Textile Treasures from Wales polarised opinion with some specifically coming to the Museum to see it while others did not find the topic interesting “Seen other rooms before, was particularly impressed with quality of display in quilt exhibition” “It was mostly modern stuff” “Amazing, beautiful, mother-in-law made quilts” “Not interested in quilting” “Came especially to see quilts” “Exhibition good, but quilts do not interest me” “I am a tailoress, embroideress and quilter” Positive Negative Base: all respondents finding this room the most or least enjoyable - unprompted, open answer Q: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response

34. Enjoyment of rooms: How Does Your Garden Grow(unprompted) (key responses) • How Does Your Garden Grow was interesting to those who like gardening “Interested in gardening and growing things” “I thought it was well laid out and loved the view of the walled garden” “Not interested in gardening” “They had a greenhouse in there and they had the tool displayed and it was a bit interactive” “A bit basic on contents” “I like gardening and loved seeing all the tools” Positive Negative Base: all respondents finding this room the most or least enjoyable Q: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response

35. Enjoyment of rooms: Folding and Binding(unprompted) (key responses) • A notable proportion could not see the relevance of the Folding and Binding exhibition in the context of the Museum • Others simply said they don’t like modern art “Boring and irrelevant, it is like a museum not an art gallery” “We did not see the relevance of this in a local museum” “Don’t like modern art, prefer more traditional art” “Couldn't see any point- don't like modern art” Positive Negative Base: all respondents finding this room the most or least enjoyable Q: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response

36. Enjoyment of rooms: Home on the Road(unprompted) (key responses) • Home on the Road was largely viewed negatively: • Not enough information or labelling • Described as depressing, creepy and tacky “Artwork looked tacky” “It felt creepy” “Very empty. Lacking in objects and information. no connection” “Not enough labels saying why things were in there, we loved the caravans outside though” “Very interested in travellers” “The wreaths were depressing” Positive Negative Base: all respondents finding this room the most or least enjoyable - unprompted, open answer Q: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response

37. Enjoyment of rooms: People’s Peculiar(unprompted) (key responses) LEAST enjoyable • People’s Peculiar was considered the least enjoyable room overall • Largely a feeling that it was confusing and not relevant to the house “Didn't understand it at all or relevance to house” “Being able to interact with the mechanical things” “Boring, still don't understand it despite explanation being given” “It evoked memories and was interesting as some was before my time” “Wasn't sure what it was trying to say” “Could not understand relevance” “The room brought out a lot of stories about East Anglia” “Nothing worked - didn't manage to use the screens” Positive Negative Base: all respondents finding this room the most or least enjoyable Q: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response

38. Section 5: Future developments

39. Future developments: Temporary exhibitions • Nearly half would be interested in the Wildlife and Landscape of the Museum and the World War II 70th Anniversary • Albion Fairs is likely to be the least popular temporary exhibition % Base: 183 (all respondents) Q: We are developing a programme of temporary exhibits. Which three of these themes would be of interest? Prompted, multiple response (up to 3)

40. Future developments: This Land is Your Land • With a mean rating of 4.1, This Land is Your Land would likely be the most popular of the permanent exhibition options • However, not everyone would expect to find it interestingor child-friendly “Don’t think it would appeal to children” “Felt that was what we have here already” “Providing strong local focus” “See how people lived” “Very interested in farming and agricultural equipment” “Doesn't sound very interesting” “Particular to East Anglia in the farming year” Mean rating* 4.1 Base: 183 (all respondents) Q: We are also aiming to redevelop more of the permanent displays around the Museum, especially in Home Close and the Bone Building. How interested would you be in the following theme? Prompted, single response

41. Future developments: Feed the World • Although Feed the World was largely popular in principle, there were several comments expressing concerns about the execution or relevance of such a global topic “Been done by other museums, East Anglia is only a small player in the world” “Links past and future” “About future of providing food and growth population” “Necessary, as this is going to be a big challenge” “Connecting the local and global is a big challenge without extensive space and multi-media exhibits” Mean rating* 4.0 Base: 183 (all respondents) Q: We are also aiming to redevelop more of the permanent displays around the Museum, especially in Home Close and the Bone Building. How interested would you be in the following theme? Prompted, single response

42. Future developments: Wither the Market Town • Wither the Market Town received the lowest overall rating • Although this topic is considered important, it might also be a little too serious “Sounds serious” “Very necessary, towns are dying out due to internet” “Just doesn't appeal” “Sounds dull” “Might be a bit depressing if about the decline” “Interesting, should be about people in town” Mean rating* 3.6 Base: 183 (all respondents) Q: We are also aiming to redevelop more of the permanent displays around the Museum, especially in Home Close and the Bone Building. How interested would you be in the following theme? Prompted, single response

43. Future developments: Objects and collections • Use of equipment, both by staff or visitors, would be the most popular ways to interact with objects in the future • Staff or actors in costumes also have appeal More information % Base: 183 (all respondents) Q: Which three of these would you most like to use or see in future to find about / interact with our objects and collections? Prompted, multiple response (up to 3)

44. Section 6(i): Respondent profiling

45. Demographics of respondent: Residence Rest of country 14% • Visitors were most likely to live in Suffolk: • With 33% living in IP14, visitors are typically very local • However, a notable number were from Norfolk, Peterborough, Colchester or Essex • Nonetheless, attracting more visitors from outside the IP14 postcode area could help boost visitor numbers All PE 4% All NR 4% Other IP 15% IP31 3% IP14 33% All CB 1% IP1/6 4% IP7 3% All CO 7% All CM 7% CM Base: 183 (all respondents) Q: What is the first part of your postcode? Unprompted, single response

46. Demographics of respondent: Age and gender • There was a skew towards more mature respondents (55+) • Respondents were more likely to be female than male Age Gender % % Base: 183 (all respondents) Q: What age band are you (and group members) in? Prompted, single response Code: gender of respondent (and group members) Prompted, single response

47. Demographics of respondent: Disability and ethnicity • The vast majority of respondents would describe their ethnicity as ‘White, British’ • Therefore the 5% of BME ethnic groups (2011 ONS data) living in Suffolk appear to be under-represented • 5% of respondents consider themselves to be disabled • Considering that 18% of Suffolk residents consider themselves to be disabled (2011 ONS data), the Museum does not appear to be attracting a representative number of disabled people Ethnicity Disability % % Base: 183 (all respondents) Q: How would you describe your ethnicity? Prompted, single response Q: Do you consider yourself to be disabled under the Equality Act 2010? Prompted, single response

48. Demographics of respondent: Working status, income • Around half of respondents work (either full or part-time), with the remainder most likely to be retired • A range of household incomes were recorded, although around half say income is less than £30,000 per annum (N.B. over a quarter refused to give an answer) Household income Current working status 47% 48% % % Base: 183 (all respondents) Q: Which of these best describes you? Prompted, single response Q: Which of the following total household income brackets are you in? Prompted, single response

49. Demographics of respondent: Type of work • Respondents engage in a variety of types of work, with modern professional jobs being the most common • There is a even split between those who supervise others and those who do not Type of work Supervision of others % % Base: 181 (all respondents who have ever worked) Prompted, single response Q: Which of these best describes the sort of work you do (did)? Q: Do (did) you supervise any other employees?

50. Demographics of respondent: Employment status • Respondents are most likely to be employed across a range of company sizes • A fifth of those who are self-employed work by themselves, with the rest employing no more than 24 Number of co-workers % N=159 Current working status N=22 Number of employees % % Base: all respondents asked the question Prompted, single response Q: Do (did) you work as an employees or are (were) you self-employed? Q: How many people work (worked) for your employer at the place where you work (worked)? Q: How many people do (did you employ)?