Speakers Evening

On Thursday 29th October, the talk at the Rotary Club of South Queensferry's virtual meeting concerned market research. Speaker Sheena Muncie from Scotinform explained how the company used various testing methods to solve business problems across a range of sectors. Her presentation focused on the field of museums, galleries and cultural organisations. Taking as examples the new V&A in Dundee and the recently refurbished National Museum of Scotland in Edinburgh, Sheena showed how, by using focus groups of visitors and non-visitors, Scotinform could advise on planning developments such as new galleries and spaces, refurbishing exhibition buildings and staging specific events. Her findings are also used to evaluate developments and assess to what extent they have met original aims and objectives and lived up to visitor expectations. In preparation for the new V&A, focus groups held in Aberdeen, Blairgowrie, Edinburgh and Dundee contributed valuable data which was used by  architects, designers and curators to create not only a remarkable building, but a memorable experience for visitors. Sheena also advised on 'Ocean Liners', the first exhibition which showed the development of 20th century liners together with the furniture and fashion of that romantic period in ocean travel.

The National Museum of Scotland, in the extensively refurbished Chambers Street building, opened its new galleries in stages. When the public first had access in 2016, many visitors were more interested in how the much-loved  building had been transformed than the actual exhibitions.They came back later to view the Science and Technology, Art, Fashion and Design Galleries. The final galleries to open were East Asia and Egypt in 2019.  For these, Scotinform consulted groups ranging from international residents from Egypt, Poland, Algeria and Kashmir with an interest in East Asia to university students studying Chinese and Japanese. Sheena also sought input from sixteen to eighteen year olds as well as special groups such as those with hearing impairment. Feedback from visitors was very positive and everyone learned something new. Minor problems which came to light such as difficulty in finding galleries from the stairs at the back of the building were immediately solved by improved signage. Sheena's fascinating talk emphasised the importance of market research in planning major cultural projects. She was introduced by Jim McCulloch. Alan Brown proposed the vote of thanks.

In other business, President Irene Brownless said that preparations were well advanced for creating a Virtual Santa Experience this year in place of the usual live appearances by Santa and his Sleigh. We'll have more information soon.