Understanding Walk-in Visitors' Experiences at the Folger Shakespeare Library
Client: Folger Shakespeare Library | Location: Washington, DC
We helped the Folger Shakespeare Library understand who its current audience is, why they visit, and what the overall visit experience looks like for visitors.
OVERVIEW
In 2017, we worked with the Folger Shakespeare Library to develop an approach to audience research that would help staff understand visitor characteristics, motivations, and onsite experiences.
This project came at an important juncture for the library as it had recently developed a new strategic plan that focused on better supporting walk-in visitors from the general public (as opposed to teachers and scholars).
APPROACH
We designed an audience research study that included exit surveys of walk-in visitors to understand:
Demographics and characteristics of walk-in visitors to the Folger;
Visitors’ motivations to visit the Folger;
Which areas of the Folger they are visiting and what types of experiences they prefer; and
Differences among visitors’ experiences and preferences by demographics and other characteristics.
CLIENT TAKEAWAYS
We found that the Folger’s visitors are demographically similar to visitors of most art museums in DC, and the visit experience is centered around spaces with open access (rather than areas only accessible through a guided tour). And, as we have seen in many museums, this study confirmed visitors often say seeing objects is the highlight of their visit, and technology tends to be less important. Seeing an object in a museum provides a unique experience, while visitors are surrounded by technology in their daily lives.
In a reflection workshop, Folger staff discussed how it might grow its audience, how it might better prepare visitors for the walk-in visitor experience, and how it might better support walk-in visitors.
