Audience Research to Support the Please Touch Museum’s Digital Learning Initiative
Client: Please Touch Museum | Location: Philadelphia, PA | Funding: The Pew Center for Arts & Heritage and Institute of Museum and Library Services
We conducted audience research that explored perceptions about digital media in children’s museums to inform a new Digital Learning Initiative at the Please Touch Museum.
OVERVIEW
In 2017, as part of a new initiative aimed at integrating new media and game-based learning strategies into the museum, we conducted a literature review, industry interviews, and audience research that would help the Please Touch Museum develop an overarching digital strategy for exhibitions.
Our study came at a time when few children’s museums included digital experiences in their exhibitions, and the museum understood it needed to be intentional and thoughtful in its approach to balance digital strategies with the hands-on, exploratory, and play-based experiences visitors typically expect from a children’s museum.
APPROACH
We designed a study with two complementary parts:
A literature review to explore strategies and trends in digital experiences specifically for children, supplemented with museum industry interviews
Audience research with museum visitors, teachers, and a community advisory committee to explore their perceptions of digital media in children’s museums
CLIENT TAKEAWAYS
We identified several valued characteristics for digital media exhibits, particularly that they should provide an experience that would not be possible otherwise, integrate age-appropriate physical play experiences, and require active engagement versus passive consumption of media. However, the study also revealed clear hesitation among some museum professionals and visitors about integrating digital experiences into a children’s museum setting, both generally and at the Please Touch Museum (particularly given its historic setting and the physical or tactile aspects of play they value about the Please Touch Museum experience).
Given the nascent nature of digital experiences in children’s museums, we suggested that the Please Touch Museum’s Digital Learning Initiative could be an opportunity for the museum to position itself as a leader in this area, but it must also remain true to the museum’s specific context and strengths (its historic building and hands-on experiences).
