Elliot Simmonds to Explore Emotional Connections to Museums at the MuseumNext Social Impact Summit 2024
We are pleased to announce that Elliot Simmonds has been asked to present key findings on emotional connections in museums at the MuseumNext Social Impact Summit 2024, in a session sponsored by Art Fund. This presentation, scheduled for 16:30 (BST) on 22 May, is based on a significant study commissioned by AIM and Art Fund, executed by M·E·L Research, focusing on the emotions that drive public support for museums.
Study Overview and Key Insights Our arts, culture and heritage team at M·E·L Research conducted in-depth research to explore the emotional landscape that museums create for their visitors, communities, and the general public. The study categorised these emotions into three primary groups: Pleasure, Connection, and Purpose and went on to identify nine key emotions which form a framework around which to build engagement activites.
These findings were integrated in to a report and toolkit, which provide museums with actionable insights on how to engage deeply with their audiences, with a view to building on the outpouring of support felt for museums during the pandemic and turning that energy in to positive, on-going support for cultural organisations.
Overview of Findings
Feelings of Pleasure: Our research revealed that feelings of being entertained, excited, or relaxed are commonly experienced by museum visitors. These emotions are easily evoked through museum experiences but tend to be fleeting and challenging to sustain over the long term.
Feelings of Connection: Feelings of recognition, acceptance, and connection with people, places, and ideas were identified as slightly less common but had a more substantial impact on the degree of public support. These emotions foster a lasting effect on audiences and motivate ongoing engagement and support for museums.
Feelings of Purpose: The most intense and enduring emotional drivers discovered were those related to a sense of duty, responsibility, or personal fulfilment. These feelings were most likely to inspire deep and sustained support from community leaders, volunteers, and trustees, highlighting their critical role in supporting local museums.
During his presentation at the digital summit, Elliot will provide a topline overview of the reseach approach and findings, outlining the model of emotional engagement built on three levels. For further detail, you can see previous webinars, read the full report, or join the Associaiton of Independent Museums’ Community of Practice, by visiting our dedicated page: Emotional Connection to Museums.
Summit Context and Participation The MuseumNext Social Impact Summit 2024 is an important venue for museum professionals to explore innovative strategies for social impact. The virtual format of the summit ensures accessibility for a global audience, with all presentations, including those from M·E·L Research, available on-demand for twelve months.
Participants will have the opportunity to engage with Elliot and representatives from AIM and Art Fund during a live Q&A session, providing a chance to delve deeper into the study’s findings and discuss specific elements or issues.
If you are interested, you can find out more about the online conference via the MuseumNext website: https://www.museumnext.com/events/museums-social-impact-summit/
M·E·L Research is pleased to welcome four new colleagues to our growing team, strengthening our research and evaluation expertise as we continue to expand our services and support clients.
The appointments of Laura Karban, Associate Director; Bethan Jewsbury, Senior Evaluation Managers; and Chloe Parker, Research Manager, alongside Rhoslyn Davies, who joins us on a short-term basis to provide additional senior evaluation support, bring a wealth of experience across social research, evaluation, public policy…
It was an absolute honour to attend the Women’s Health Conference in London this week, bringing together clinicians, policymakers, campaigners and others passionate about improving women’s health.
As a researcher specialising in women’s health social research, I was excited to have the opportunity to learn, be challenged and exchange ideas with people who share that passion. And I wasn’t disappointed.
There has (quite rightly) been a lot of discussion recently about the gender health gap. But some of the evidence shared…
We are pleased to be working with the MS Society on new health and care social research exploring how health and care services can better support people with multiple sclerosis (MS) and help reduce avoidable hospital admissions.
The health and care social research study will focus on opportunities for earlier intervention and more coordinated, preventative support, while recognising that hospital admission is sometimes clinically necessary. It will…
Last week, I had the opportunity to speak at Collections Inside & Out, a symposium hosted at National Trust Chirk Castle & Garden, bringing together people working across gardens, horticulture, heritage, collections and interpretation.
I was, perhaps, a slight interloper among so many people with deep horticultural expertise but every presentation was incredibly interesting and I learned a lot – and broadly managed to follow the general flow of what was being said (still not 100% au fait with taxa…
We’re pleased to share that our Commercial Director, Elliot Simmonds, will be speaking at the Collections Inside & Out symposium at National Trust Chirk Castle & Garden on 24 September 2026. Bringing together professionals working across heritage collections, gardens and landscapes, the symposium will explore the relationship between indoor and outdoor heritage and the opportunities created by thinking about them as part of a connected visitor experience.
Elliot’s session, “Integrating Indoor…
M·E·L Research has been named the winner of the Award for Outstanding Contribution to Social Value & Ethical Research 2026 at the UK Enterprise Awards.
The award recognises the values that shape both the work we choose to undertake and the way we deliver it. From building trauma-informed practices into our research to improving inclusion and reinvesting in the communities around us, social responsibility is part of how we operate every day.
M·E·L Research joined the British Dyslexia Association (BDA) at the House of Lords this week for the launch of a new report exploring the experiences of dyslexic young people who are not in employment, education or training (NEET).
Tamsin Maries, Senior Research Manager, and Elliot Simmonds, Commercial Manager, represented M·E·L Research at the event…
New UK-wide research from M·E·L Research’s SPARK report shows improving mental health indicators alongside continuing exposure to suicide, widespread lifetime suicidal thoughts and significant gaps in practical knowledge.
Suicide prevention depends on understanding not only how many people are affected, but also how confident the public feel about recognising risk, starting difficult conversations and finding appropriate support. The Spring 2026 SPARK report from M·E·L Research brings these issues together, providing a detailed picture of attitudes…
