B. EXHIBITIONS & VISITOR JOURNEY REVIEW

1. EXHIBITION AND PUBLIC OFFER

• Thematic Relevance and Contemporary Resonance
Assess whether exhibition themes connect meaningfully to current cultural, social or scientific issues. Evaluate how well the content aligns with the institution’s vision and responds to audience interests or emerging trends.

• Tone, Voice and Interpretive Strategy
Examine the accessibility, inclusivity and clarity of all written and visual content. Is the tone friendly, conversational and welcoming? Does the interpretive voice support diverse perspectives and reflect contemporary storytelling practices?

• Interactivity and Learning Modalities
Evaluate the range of interactive, sensory, and digital engagement tools offered. Are there opportunities for active participation, multi-sensory learning, and personalisation of experience?

• Accessibility and Inclusion
Assess physical, cognitive and sensory accessibility of exhibits for people of all abilities. Includes signage, text readability, multi-language options, tactile and audio features, and sensory-friendly design.

• Marketing and Communication
Evaluate the strength of public-facing communications. Is the exhibition effectively marketed to multiple demographic segments? Does the tone of promotion match the exhibition’s voice?

• Alignment of Temporary and Permanent Exhibitions
Review how well temporary exhibitions complement or contrast with permanent galleries. Are permanent galleries regularly refreshed or contextualised to remain relevant?

2. THE VISITOR JOURNEY (BEFORE, DURING AND AFTER A VISIT)

• Pre-Visit Experience
• Website and Digital Presence: Is the site intuitive, mobile-friendly and up to date? Is essential information easy to find (opening hours, parking, tickets)?
• Communication and Tone: Are online materials engaging and reflective of the museum’s tone and values?
• Trip Planning Support: Are there tools for visit planning such as itineraries, accessibility guides, family tips or FAQ’s?

• Arrival and Orientation
• Parking and Public Transport Access: Availability, signage and clarity of access for cars, bicycles and public transport users.
• Signage and Wayfinding: Clear directional signage from outside through to exhibitions.
• Front Desk and First Impressions: Staff attitude, accessibility of information, efficiency of ticketing or entry.

• Onsite Experience
• Toilets, Cloaking and Amenities: Clean, accessible, and adequate for visitor volume.
• Lighting, Sound and Comfort: Are gallery environments comfortable and thoughtfully designed for various needs?
• Food and Retail Offer: Does the café reflect local or cultural relevance? Is pricing reasonable and space family-friendly?
• Visitor Flow and Storytelling: Does the layout guide visitors through a coherent narrative or experience?

• Post-Visit and Retention
• Follow-Up Communication: Opportunities for feedback, return visits or memberships.
• Content Continuity: Are there online extensions of exhibitions or education programs available after the visit?

• Audience Targeting
• Demographic and Psychographic Targeting: Are different audience segments (families, teens, seniors, tourists, locals) understood and actively engaged?
• Inclusivity and Belonging: Are underrepresented groups welcomed and included meaningfully?

3. BRANDING, IDENTITY, VALUES, PURPOSE AND VISION

• Brand Clarity and Consistency
Assess how clearly the museum’s brand identity is defined. Is there a strong, consistent visual identity and tone across physical spaces, digital platforms and communication materials?

• Translation of Vision into Public Offer
Examine how well the museum’s values and long-term purpose are embedded in exhibitions, public programs, digital content and staff culture. Is the institution’s vision visible and felt by the public?

• Alignment Across Channels
Review whether the museum’s core values and purpose are consistently expressed through:
• Exhibitions (themes, tone, voice)
• Public programs (talks, tours, workshops)
• Offsite and outreach initiatives
• Marketing, branding and social media campaigns

• Cultural Leadership and Relevance
Evaluate whether the museum positions itself as a thought leader or community anchor. Does it use its brand to speak to contemporary issues and cultural narratives?

• Brand Perception by the Public
Assess whether visitors and non-visitors understand what the museum stands for. What are the perceptions and associations with the museum’s identity?

4. AUDIENCE IDENTIFICATION: DEMOGRAPHIC AND PSYCHOGRAPHIC PROFILES

• Audience Demographics
Analyse visitor data to identify key groups by age, gender, education, geographic origin, family status and cultural background. Is the museum attracting a diverse, representative cross-section of the community or skewing toward certain groups?

• Psychographic Profiles
Segment audiences based on motivations, interests, behaviours and values, such as:
• Experience Seekers – interested in leisure, entertainment, novelty
• Knowledge Builders – motivated by learning, education, and discovery
• Cultural Loyalists – regular museum-goers, donors or members
• Social Explorers – visit for social interaction or group experiences
• Heritage Connectors – seek connection with ancestry, place or identity

• Reach to Non-Visitors
Examine who is not visiting and why. Are there gaps in outreach or engagement for youth, migrants, working-class communities or other underserved groups?

• Audience Insights in Decision-Making
Assess how well audience data is used to shape exhibitions, programs and marketing strategies.