Formative Evaluation of an NSF-funded Nature Documentary for the University of Richmond
Client: University of Richmond | Location: Richmond, VA | Funding: National Science Foundation
We conducted a multi-phase evaluation of a nature documentary to assess the general public’s reaction to utilizing the arts to explain scientific concepts.
OVERVIEW
In 2023, we partnered with researchers at the University of Richmond to implement a multi-year study to understand how the public might respond to a nature documentary that uses different artistic approaches to convey its ideas. Because the approach is unique among nature documentaries, the researchers were eager to understand more about which artist interventions worked best, and what are some best practices for implementing them in the film.
APPROACH
We collected data in two phases:
Front end exploratory phase: We conducted focus groups to gauge the public’s understanding of the nest-building bluehead chub, and reactions to artistic methods the researchers were considering using in the film. Insights from this phase informed the development of the documentary.
Formative phase: We conducted focus groups and a script workshop to test reactions to specific artistic elements in the documentary, as well as the narrator’s tone and overall use of the arts to engender empathy in the audience for our natural world.
CLIENT TAKEAWAYS
Our study provided useful insights into how a general audience might receive a nature documentary with artistic elements; overall, focus group participants found the topic interesting and the information we shared made them curious to hear more. Further, we found that the concept of using art to explain scientific ideas was appealing overall, and succeeded in fostering an emotional connection between viewers, nest-building fish, and the natural world.
By showing targeted examples from the documentary, we were also able to test reactions to specific artistic interventions, like poetry, dance, animations, and visual arts. In general, focus group participants recommended integrating art in a balanced way throughout the film, and ensuring that it is incorporated seamlessly into the “flow” of the documentary. Participants also raised an important question around the intended audience (e.g., adults, families, K-12 classrooms), which the client is committed to exploring further and making any adjustments as needed.