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It was the stipulation by the Heritage Lottery Fund that institutions must consult the public that has wrought the biggest change in attitudes and energy toward market research amongst the museums and galleries sector, writes Susie Fisher, in 'Arts Professional'.
Suddenly, institutions which have previously provided little opportunity for a frank exchange of views between providers and their audiences are discovering that qualitative research can benefit them in a variety of ways. There is a realisation that insight can feed rather than dictate. Judgements can be informed, rather than purely subjective and can help build bridges between visitors and visited, between consumer and product.
Qual. can be particularly useful in formative evaluation; in establishing how much the public already knows; what is familiar to it; where their misconceptions are and where their emotions lie.
There have been some real success stories. On the basis of early qual. research, the Museum of Science and industry in Manchester discovered that the excitement behind their new Textile Gallery lay in the world of fashion and the feel of material. The marketing department gave the exhibition the title 'Fibre, Fabric and Fashion' and featured brilliant silk banners and fashion shots in their advertising. The exhibition took off.
Early qual research also helped steer the development of a huge extension and IMAX film theatre at the Science Museum in London. It has proved to be one of the most successful projects in the Science Museum's 150-year history
This article appeared in "Arts Professional", 6th May 2002
Susie Fisher
MD, The Susie Fisher Group
This article was first published in InBrief magazine, June 2002
Copyright © Association for Qualitative Research, 2002
About the author

Susie Fisher
Susie is one of the original Schlackman cohort which also includes Roddy Glen and Wendy Gordon. She founded The Susie Fisher Group in 1983. Beginning with qualitative research for Advertising and Marketing, the company graduated to research-based consultancy for Museums and Galleries, Arts and Education. This has led to the invention of research techniques, now widely used in the sector. The company works on the basis of an informal network of professionals. Susie is a keen sailor, with a cruising yacht in the Hamble and proud mother of two grown up boys.
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