Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
English Heritage (EH) sought to evaluate the interpretation work across nine historic sites within its estate, aiming for a significant shift towards a qualitative measure of success. This approach was considered more appropriate for assessing the aims and objectives of interpretation, focusing on how effectively the stories and history of each site were communicated to visitors. Recognising the need for a nuanced understanding of visitor experiences, EH commissioned MEL Research Ltd to undertake this comprehensive framework development and evaluation. The project’s inception was driven by the desire to move beyond quantitative metrics and delve into the qualitative aspects of visitor engagement and satisfaction – and the outcomes will inform EH’s approach moving forward.
MEL Research, in close collaboration with EH’s insight and interpretation teams, designed a common evaluation framework covering a range of aspects and expectations of interpretation across the portfolio whilst allowing for nuance and the idiosyncracies of each site. This framework outlined the outcomes that signified excellent interpretation and the indicators for measuring the achievement of these outcomes. A novel aspect of this approach was the development of a qualitative Key Performance Indicator (KPI), which will serve both internal-operational and board-level reporting purposes within EH.
The evaluation involved conducting approximately 20 in-depth intercept interviews with visitors or visitor groups at each of the nine sites, spanning 2-3 days per site. These interviews were designed to gather feedback on the general visitor experience and, more specifically, the effectiveness of the interpretation work. An important focus for this work was to ensure that at each site, and across the range of sites, we were able to engage with a range of audiences including some of EH’s priority audiences for growth as well as more core visitors.
Following the data collection phase, the information gathered was meticulously transcribed and analysed against the predetermined interpretation outcomes. This analysis was critical in understanding the impact of the interpretation work on visitor experiences and perceptions.
The outcome of this project was a set of nine detailed site evaluations, which provided EH with a granular view of the interpretation work’s effectiveness at each site. These evaluations were disseminated and subsequently presented among EH’s site operations teams and interpretation leads, offering valuable insights and recommendations for future interpretation projects.
A significant achievement of this project was the aggregation of data from all site visits, culminating in a broad analysis that offered a comprehensive understanding of what constitutes excellent interpretation across different visitor types. This holistic view enables EH to tailor its interpretation strategies to meet the diverse needs and expectations of its visitors. We also provided EH with a deeper understanding of ‘interpretation visit modes’ – e.g. the idea that some visitors take different routes through the outcomes defined in the framework, and that it is not always a linear progression, although there are clear build-block outcomes that support further engagement.
Equipped with this new qualitative framework and the insights derived from the evaluations, EH is now positioned to enhance its interpretation work across its estate. The project’s findings are guiding the rollout of the new framework across more sites, ensuring that future interpretation efforts are aligned with the identified outcomes and indicators of excellence. This alignment not only promises a harmonised approach across EH’s sites but also allows for the individuality of each site’s story to be effectively communicated, enriching the visitor experience and engagement with England’s rich heritage.
“This was a challenging project in terms of the design and objectives, and whilst it didn’t always go 100% as planned, the team were brilliant at responding and working on solutions. The thinking that went into the design of both the evaluation framework and research design were excellent, with the appropriate level of constructive challenge to our EH team.”
English Heritage
