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 is Room 69a, our next #MuseumOfTheFuture gallery space. It's used for small temporary displays by the Coins and Medals Department – the current one is all about trade and exchange in the Indian Ocean. You can see the entrance to the Department in the background of this pic – it's designed like a bank vault as the Coins and Medals collection is all stored within the Department. Born #onthisday in 1757: poet and printmaker William Blake. This is his Judgement of Paris Happy #Thanksgiving to our US friends! Anyone for #turkey? This is Room 69, Greek and Roman life. It's the next gallery space in our #MuseumOfTheFuture series.
Room 69 takes a cross-cultural look at the public and private lives of the ancient Greeks and Romans. The objects on display have been chosen to illustrate themes such as women, children, household furniture, religion, trade and transport, athletics, war, farming and more. Around the walls, supplementary displays illustrate individual crafts on one side of the room, and Greek mythology on the opposite side. This picture is taken from the mezzanine level, looking down into the gallery. The next gallery in our #MuseumOfTheFuture series is Room 68, the Citi Money Gallery. The history of money can be traced back over 4,000 years. During this time, currency has taken many different forms, from coins to banknotes, shells to mobile phones.
The Citi Money Gallery displays the history of money around the world. From the earliest evidence, to the latest developments in digital technology, money has been an important part of human societies. Looking at the history of money gives us a way to understand the history of the world – from the earliest coins to Bitcoin, and from Chinese paper money to coins from every nation in the world. You can find out more about what's on display at britishmuseum.org/money The next gallery in our #MuseumOfTheFuture series is Room 67: Korea. The Korea Foundation Gallery is currently closed for refurbishment and will reopen on 16 December 2014. You can find out more about the refurb at koreabritishmuseum.tumblr.com  The unique culture of Korea combines a strong sense of national identity with influences from other parts of the Far East. Korean religion, language, geography and everyday life were directly affected by the country’s geographic position, resulting in a rich mix of art and artefacts.
Objects on display in Room 67 date from prehistory to the present day and include ceramics, metalwork, sculpture, painting, screen-printed books and illuminated manuscripts.
A reconstruction of a traditional sarangbang, or scholar’s study, is also on display and was built by contemporary Korean craftsmen.
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