WRITTEN CASE STUDY : The experience of learning in a museum

Sandra Osorio, La Trobe University

In the past, a museum visit involved observing fossils and other artefacts. These days, however, museums have interactive tools to engage visitors and make them active participants in the learning process. The Natural History Museum (NHM) in London is an example of how to turn science into a fun experience. With 5.6 million visitors in 201516 season, this free-entry museum is home to 80 million natural history specimens and a recognised research centre.97 Relatively easy to access by public transport, the museum is known for constantly adapting its exhibitions to suit a varied audience; for example, by widening the access to its collections by offering free digital access to 3.5 million specimens.98 Permanent galleries are complemented by new exhibitions and events. Once in the precinct, children, adults, families, school groups, teachers and communities can choose from a wide range of activities in line with their interests.

The museums comprehensive website allows visitors to create their itinerary before they reach the museum. Learning resources, activities for children and adults, and short videos are some of the sources available online. The provision of information online is an incentive to visit the website by providing information about the activities available. Once at the museum, visitors can choose to wander around or go straight to their chosen exhibition or event. Additionally, printed versions of maps, brochures and timetables are available at certain points. The layout of the museum is colour coded orange, blue, green and red zones distributed across two floors. Each colour represents a theme; for example, the green zone displays birds and minerals while the earths evolution is in the red zone. Facilities include restaurants, cloakroom, toilets, picnic area, faith room, Centre for UK Biodiversity and two learning rooms.

Every exhibit has been made with the purpose of involving visitors as the main participants. All elements combine to appeal to visual, auditory and tactile senses. Therefore, it is possible to observe strange specimens, hear a dinosaur roar and touch colourful screens that explain aspects of the planet. In the Central Hall is one of the highlights of the museum, a diplodocus skeleton frequently referred as Dippy. Another popular gallery is the dinosaur room that displays skeletons and a T-Rex animatronics that create an environment for discovering more about those prehistoric giants. Opened in 2009, the Darwin Centre is considered the most significant expansion at the museum. Here, museum visitors can explore the science world via displays and observe scientists at work. Located in the ground floor of the Darwin Centre is the Attenborough Studio, a multimedia facility where visitors learn about human evolution in a 45-minute interactive video.

The NHM has 1400 employees that include scientists, internships and over 500 volunteers.99 Some scientists and curators are also part of the whole experience of visiting the museum. They interact with the audience at certain times and also appear in videos. In addition there are volunteers who are responsible for providing information and assistance. They also walk around the museum engaging audiences via the use of skeletons, so that visitors, especially children, can touch and experience the feel of these exhibits. The museum also uses high-end technology to create a user-friendly environment that appeals to children and adults. As an example, the Climate Change Wall is a 12-metre-wide interactive wall with screens that respond to a visitors presence by changing in colour, light and sound.

Due to the great number of visitors, certain galleries or exhibitions may experience long queues, especially in school holidays. Signals along the way indicate the waiting period; however, this may act as deterrent for tourists on holidays with limited time. On the other hand, the considerable collection in the museum seems to provide a variety of options for those with specific interests.

The NHM was established as a charity so it requires funding from patrons or other sources. Considering its incredible infrastructure and artefacts, some galleries can be hired out for private functions or events, which provides the museum with another source of income. Memberships are also available for visitors with benefits that include free fast-track for exhibitions, discounts and exclusive members-only events. Additionally, the museum hosts special events, namely Wildlife Photographer of the Year and the Annual Science Lecture. Attendance at these events has an additional cost. An event called Dino Snores was created to invite children from 711 years old to spend a night at the museum. It is a monthly sleepover that includes activities such as chasing dinosaurs with a torch and a live show. There is also an adult version, Dino Snores for Grownups that consists of a three-course dinner, live music and a horror movie marathon.

The NHM shows how innovative ways can be used to encourage visitors to learn while enjoying the experience. The museum certainly possesses a great collection but it also combines technology, targeted strategies and social media to engage potential visitors and keep current patrons coming back.

Questions for WRITTEN CASE STUDY : The experience of learning in a museum

Compulsory: Answer all 3 questions. If you intend to use any references, website it must be included in the answers.

1. Identify and describe the 7Ps for the NHM in London.

2. How do you think that place is being used to give the NHM a competitive advantage?

3. Suggest ways to improve the customer service processes in this museum.