British Museum blog

Forgery, Suffragettes and Nirvana: tracking visitors in the Citi Money Gallery

Tracking visitor paths through the gallery

Benjamin Alsop, curator, British Museum

When a gallery is radically transformed how do you judge if it’s a success? Obviously you hope that visitor numbers increase, but numbers alone do not cast much light on the individual experiences of those walking around the gallery. You hope people stay longer, read more and become so interested they go away wanting to learn more. You also can’t help but wonder which cases and objects are the most popular.

In the case of the new Citi Money Gallery are people attracted for instance by an example of the world’s first coin? A beautiful hoard of Roman gold? A Hungarian banknote with the value of 100,000,000,000,000,000,000 pengo? Or simply some white frilly pants?

To help the Museum answer such questions, and to inform future projects, we evaluate all new galleries and refreshed displays. Using both visitor tracking and questionnaires we get a better understanding of not only what people may think of the new display but just as importantly how they navigate their way around it. Over the summer we welcomed into the Department of Coins and Medals Lujia Hui and Yoomin Ko, both postgraduate students from Leicester University’s Museum Studies course.

Lujia Hui tracking visitors in the Money Gallery.

Lujia Hui tracking visitors in the Money Gallery.

During the subsequent eight weeks they began the process of evaluation by tirelessly tracking visitors as they entered the Money gallery, marking which cases they looked at and for how long.

Tracking visitor paths through the gallery.

Tracking visitor paths through the gallery.

It is fascinating to see how people interact with the space and what route they take as they wend their way through 6,000 years of monetary history. Tracked visitors were asked to complete a questionnaire on leaving the gallery to give us a deeper understanding of their experiences.

It was a particularly interesting time to be conducting a gallery evaluation as with the arrival of both the Olympic and Paralympic games into London, the results do suggest a truly global audience. Over 25 different nationalities were recorded, speaking 19 different languages, and with ages ranging from 12 to 70.

The Forgery case in the Money Gallery.

The forgery case in the Money Gallery.

Preliminary results indicate the most popular cases are those entitled Forgery and Money and Society. Forgery contains two great swirls of coins and addresses counterfeiting, a practice which has accompanied the legitimate production of coinage since its very beginnings. Visitors appear to enjoy comparing the pound coins they have in their pockets to the fake ones on display, and have been so intrigued that the case has to be cleaned daily to remove all the fingerprints!

Suffragette-defaced penny. Crown copyright

Suffragette-defaced penny. Crown copyright

The case about Money and Society from the nineteenth century until today, includes a penny, defaced by suffragettes, which starred in the ‘A History of the World in 100 Objects’ BBC Radio 4 series. Also on display are examples of money in popular culture, such as the iconic cover of the Nirvana album Nevermind, which shows a baby swimming towards a US dollar note attached to a fishing line.

The new gallery is quite different to those around it, certainly in terms of colour scheme and in-case design. Each case has a raspberry-coloured highlight panel to grab the attention of the visitor and provide a clear starting point, and a big part of the evaluation was trying to discern whether these are effective. From what we can tell, the new design is very much a success: visitors are spending longer in the space, reading more and focussing on the highlight objects in particular.

Yoomin and Lujia, after collating all the results and pulling together data from both the tracking and questionnaires, produced a final report which will form a large part of their final submission for their course. The department is incredibly grateful for all their hard work.

The evaluation of the gallery doesn’t stop here though, we are already organising for further evaluations next year so watch this space.

The Money Gallery is supported by Citi

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This envelope, with a colourful design on its front and a red background and reverse, is typical of the 1990s and early 21st century. On the front is a traditional sailing boat, or junk, sailing on a calm sea with just a few clouds high in the sky. The four characters written on the main sail wish for 'the wind in your sails'. This phrase is used as a general wish for good luck, but is especially used to wish 'Bon Voyage' to someone setting out on a journey. There are five other good luck wishes on the front, all presented as though stamped images from a carved seal. They wish for peace and calm, wind in your sails, a wonderful future, abundance and profit. Wishing everyone a happy #ChineseNewYear! #GongXiFaCai The inscription on this tall red envelope translates as 'Good luck in all you wish for!' Above the inscription are illustrations of three objects representing traditional forms of money in China, and a ruyi sceptre. The traditional forms of money include spade money, a coin with a square hole in the middle, and a small silver ingot. Unlike real coins, the spade and coin carry good luck wishes: 'good luck' (on the spade) 'in all you wish for' (on the coin).The ruyi sceptre also conveys a wish for good luck as ruyi means 'all you wish for'. Happy #ChineseNewYear! #GongXiFaCai Happy #ChineseNewYear! These are called xiao hongbao, literally translated as 'little red envelopes'. Red is the colour associated with celebration in China. In the 1990s, a new style of money envelope appeared. Although it still had a red back, the front was printed in many colours and overstamped in gold. On this envelope there are lush peony flowers in full bloom. They are symbolic of spring, as well as feminine beauty, love and affection. In Chinese, the peony is known as mudanhua or fuguihua. The characters fu ('wealth') and gui ('honour') appear frequently in good luck wishes, and pictures of peony flowers add strength to the wish. The inscription on this envelope reads 'May wealth and honour blossom, in abundance year after year'. The arrangement of the peonies and the inscription is reminiscent of traditional Chinese flower painting. #GongXiFaCai We welcome nearly 7 million visitors a year to the Museum and this photo by @zoenorfolk wonderfully captures the movement of people around the Great Court. Completed in 2000, the Great Court also features a quote by Tennyson: 'and let thy feet millenniums hence be set in the midst of knowledge...’
#repost #regram
Share your photos of the British Museum with us using #mybritishmuseum and tag @britishmuseum In 2000, the Queen Elizabeth II Great Court designed by Foster and Partners transformed the Museum’s inner courtyard into the largest covered public square in Europe. We love this striking photo by @adders77 showing this incredible space at night #regram #repost
Share your photos of the British Museum with us using #mybritishmuseum and tag @britishmuseum This wonderful photo by @what_fran_saw captures the stunning Great Court #regram #repost
The two-acre space of the Great Court is enclosed by a spectacular glass roof made of 3,312 unique pieces!
Share your photos of the British Museum with us using #mybritishmuseum and tag @britishmuseum
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