V&A Gallery Research

When we start developing new galleries, the first thing we try to do is a Baseline Study of the old galleries that are going to be transformed. This gives us valuable information that can be used comparatively when the new galleries are opened.

Then, as we start developing the rationale for the new gallery, we test concepts and ideas with our prospective visitors, and talk to them about how they would approach the proposed galleries. This is the Front-end Evaluation stage.

We also ask for visitors’ feedback on various different types of interpretation that we are considering for the new galleries. One of the difficulties we have encountered is that people find it hard to assess these things theoretically. They needed to see concrete examples. Therefore as part of Formative Evaluation, we test mock-ups and prototypes for all the different types of interpretive devices that we are thinking of using in the galleries, including interactives and labels.

Finally, when the new galleries open we conduct summative evaluation. These are surveys that are comparable with the baseline and/or front-end studies. This gives us a broad-brush overview of visitors’ responses and checks that we have done everything we set out to do.

Sometimes we carry out other surveys a few months after the galleries have opened. For example, for the British Galleries, a demographic survey was carried out again six months later. We then commissioned two in-depth studies on specific aspects: one about the Study Areas, Discovery Areas, Film Rooms and display issues; the other about individual interpretative devices.

List of reports

• 2012 A New Courtyard Entrance for the V&A Audience Evaluation (PDF file, 1.02 MB)
  
• 2011 Art and Design in Europe 1600-1800 - Formative Evaluation Findings I (PDF file, 1.7 MB)
  
• 2011 Medieval and Renaissance Galleries Summative Evaluation Executive Summary (PDF file, 78 KB)
• 2011 Medieval and Renaissance and Ceramics Summary of Findings (PDF file, 190 KB)
• 2011 Ceramic Galleries I and II Summative Evaluation Executive Summary (PDF file, 82 KB)
• 2010 Front-end Research Art and Design in Europe 1600-1800 (PDF file, 8.87 MB)
  
• 2010 Re-interpreting the Cast Courts (PDF file, 2 MB)
• 2009 Romanesque Formative Evaluation (PDF file, 115 KB)
• 2009 Buddhist Symbols Evaluation (PDF file, 81 KB)
• 2009 Boar and Bear Hunt Formative Evaluation (PDF file, 119 KB)
• 2008 Buddhist Gallery Front-end Evaluation (PDF file, 177 KB)
• 2008 The Jameel Gallery Summative Evaluation Report (PDF file, 456 KB)
• 2008 Jewellery Gallery Formative Evaluation Report: Design a Ring Phase 2 (PDF file, 49 KB)
• 2007 Jewellery Gallery Formative Evaluation Report: Design a Ring Phase 1 (PDF file, 51 KB)
  
• 2007 Ceramics Phase 1 Font and Label Testing (PDF file, 94 KB)
• 2006 Ceramics Front-end Evaluation (PDF file, 216 KB)
• 2005 Learning Styles in the British Galleries (PDF file, 195 KB)
• 2005 British Gallery Evaluation of Audio Programmes & Film Rooms (PDF file, 189 KB)
• 2005 Jewellery Gallery Front-end (PDF file, 38.2 KB)
• 2004 Jameel Gallery Front-end (PDF file, 752 KB)
• 2003 Paintings Galleries Summative (PDF file, 1.45 MB)
• 2003 Sculpture Gallery Baseline (PDF file, 666 KB)
• 2003 Medieval and Renaissance Baseline (PDF file, 409 KB)
• 2003 British Galleries Baseline Follow-up (PDF file, 554 KB)
• 2003 Ceramics Galleries Baseline (PDF file, 851 KB)
• 2002 Medieval and Renaissance Front-end (PDF file, 180 KB)
• 2001 Architecture Front-end (PDF file, 290 KB)

British Galleries research

Baseline study

• Baseline Study - Report One PDF (PDF file, 1.37 MB)
• Baseline Study - Report Two PDF (PDF file, 1.14 MB)

Formative studies

• Qualitative Research with Visitors and Non-Visitors (PDF file, 241 KB)
• Silver Galleries Evaluation - Report One (PDF file, 195 KB)
• Silver Galleries Evaluation - Report Two (PDF file, 1.29 MB)
• Silver Galleries Evaluation - Report Three (PDF file, 569 KB)

Prototyping: AV, low-tech interactives & text

• Audio: Music - Grand Tour (PDF file,34.9 KB)
• Audio: Talking About Design - The St George's Cabinet (PDF file, 29.9 KB)
• Audio: Telling Tales - Aeneas (PDF file, 102 KB)
• Ceramic Repairs Seen Under UV Light (PDF file, 27.7 KB)
• Construction Activity: Three-legged Chair (PDF file, 29.6 KB)
• Drawing Activity: Acanthus Leaf (PDF file, 28.6 KB)
• Drawing Activity: Polygraph (PDF file, 30.5 KB)
• Gallery Book: How Chinese was Chinoiserie (PDF file, 32.7 KB)
• Handling Activity: A Victorian Chest of Drawers (PDF file, 141 KB)
• Handling Activity: Encaustic Tiles (PDF file, 138 KB)
• Handling Activity: Encaustic Tiles Re-test (PDF file, 118 KB)
• Handling Activity: Victorian Materials and Techniques (PDF file, 172 KB)
• Handling Activity: Victorian Materials and Techniques Re-test (PDF file, 162 KB)
• Lift the Label: How Much Did It Cost? (PDF file, 146 KB)>
• Lift the Label: Walpole Salver (PDF file, 127 KB)
• Making Plaited Cords (PDF file, 141 KB)
• Mystery Object Display: Georgian Objects (PDF file, 146 KB)
• Replica Costume: Corset and Crinoline (PDF file, 146 KB)
• Spot the Difference: Chinese or English (PDF file, 158 KB)
• Spot the Difference: Chinese or English Re-test (PDF file, 128 KB)<
• Tapestry Weaving (PDF file, 134 KB)
• Text Layout: Ekarving (PDF file, 184 KB)
• Text: Does Text Encourage People to Look More Closely at the Objects? (PDF file, 221 KB)
• Text: Object Label Format (PDF file, 129 KB)
• Text: Order of Information in Object Labels (PDF file, 245 KB)
• Video: How Was It Made? - An Enamel Box (PDF file, 183 KB)
• Video: How Was It Made? - Jacquard Weaving (PDF file, 116 KB)
• Video: How Was It Made? - Miniature Painting (PDF file, 160 KB)
• Video: How Was It Made? - The Book (PDF file, 181 KB)
• Video: Object in Focus - William Burges' Washstand (PDF file, 119 KB)
• Visitor Response: Mini-saga (PDF file, 159 KB)
• Visitor Response: Objects of Commemoration (PDF file, 146 KB)
• Visitor Response: Objects of Commemoration Re-test (PDF file, 116 KB)

Prototyping computer interactives

• British Galleries Online (PDF file, 674 KB)
• British Galleries Online Re-test (PDF file, 741 KB)
• Design a Coat of Arms (PDF file, 355 KB)
• Design a Bookplate (PDF file, 203 KB)
• Design a Bookplate Re-test (PDF file, 203 KB)
• Explore the More Family Portrait (PDF file, 305 KB)>
• Explore the More Family Portrait Re-test (PDF file, 172 KB)>
• Registration Marks (PDF file, 338 KB)
• Registration Marks Re-test (PDF file, 241 KB)
• Style Guides (PDF file, 453 KB)
• Style Guides Re-test (PDF file, 210 KB)
• Visitors Online (PDF file, 386 KB)
• Visitors Online Re-test (PDF file, 244 KB)

Summative evaluation

• Summative Evaluation of the British Galleries - Overview of Findings (PDF File, 168KB)
• Summative Evaluation of the British Galleries - Report of Research Findings (PDF File, 445KB)
• Demographics Survey (PDF File, 1.13MB)
• Visitor Experiences in the Display, Film Rooms and Discovery Areas (PDF File, 299KB)
• Visitor Responses to Interactives (PDF File, 527KB)

Following this research, we developed a set of text guidelines. Their principles are now being applied throughout the Museum. The guidelines also include a section on the V&A house style and terminology.

Download: Gallery Text Guidelines for the British Galleries (PDF file, 359.9 KB)

You may need Adobe Acrobat Reader installed to read some of these files. To download it go to the Adobe website.