In this talk, Cathy Sigmond explores how formative evaluation supports the process of creating audience-centered exhibitions. Cathy covers the ins and outs of formative evaluation for exhibition development, from core principles to strategies for doing formative evaluation in all types of museums. 

About two years ago, my colleague Amanda Krantz wrote about the problematic assumption that museums are inherently “trusted” institutions. I was recently considering how this idea of “trust” connects to other mythology surrounding museums, including the idea that they are the Switzerland of non-profit organizations—“neutral”—an idea that was brought to the forefront in 2017 with the Museums are Not Neutral Campaign created by LaTanya Autry and Mike Murawski. In a 2023 MuseumNext post, the author quotes Murawski as saying “Museums have the potential to be relevant, socially-engaged spaces in our communities. Yet, too often, they strive to remain ‘above’ the political and social issues that affect our lives – embracing a myth of neutrality.”

Museum educators, does any of this sound familiar?

You care deeply about making a positive difference in museum audiences’ lives, yet...

• You are pulled in many directions by competing needs and agendas

• You have limited resources and capacity

• You need to raise money to fund your programs

• You feel you are having a positive impact but you have no evidence, and 

• You have been told to consider expanding or scaling up your program

If any of these are true of your museum program or department, you probably need a logic model.

Interviewing visitors is a valuable way to gain insight into what they think of your museum, either during or as they finish their visit. Their feedback can also help shape the development of future exhibitions and programs. I’ve had the opportunity to interview many museum visitors onsite at museums, and I personally really love chatting with them. I get to meet a lot of great people and hear so many unique and diverse perspectives. To help out anyone interested in trying out interviews, I would like to share a few tips as a seasoned interviewer!

At the Visitor Studies Association (VSA) conference in July 2024, I co-presented with two museum exhibition practitioners about questioning the status quo of exhibition evaluation practices. We each approached the session with questions and skepticism about traditional summative evaluation for exhibitions. The big question I explored was: Are summative evaluations worth the cost (money and time)?

We have seen a surge in requests for audience research projects over the last couple of years. All types of museums, from science to history to botanic gardens, are asking for studies that can help them understand more about their visitors. And with this flurry of audience research projects, we have been doing a lot of thinking about museums and their audiences.

A common mantra of mine is that museums can’t be all things to all people. For a museum to have real impact in the world, it must prioritize the audiences that are most important to it, construct a clear picture of who they are, and allocate resources to support those people.

With increasing conversations around artificial intelligence (AI) and how we can use AI tools in our work, I constantly find myself apprehensive of what new waves of AI technology (like generative AI) are offering. Don’t get me wrong though—I’m all for technological advancement and I fully understand that AI is already around us, but I’ve been finding it hard to fully get behind the usage of AI in mainstream fields. Most of my apprehension comes from ethical and justice issues that, in my opinion, organizations and companies are ignoring. My main issues with incorporating AI technology into client work can be summarized into the following categories. 

In my last post, I asked how museums might create meaningful and fulfilling community partnerships and I offered my musings to this question. This month, I return to briefly consider a few activities and techniques geared toward establishing and strengthening community partnerships. Again, as museum staff, how do you “build genuine, reciprocal relationships with your visitors and local organizations? How do you work toward a common goal with your local community?” Below, I explore how using metaphors and walk-and-talk conversations might help those involved in community partnerships (primarily museum staff and community partners) communicate the more intangible aspects of “community” and ground their collaborations in shared understandings.