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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You can now discover thousands of British Museum objects in partnership with @googleartproject at We’ve asked staff members to highlight their favourites and explain what makes them special. Chris Spring, Curator of Africa Collections, describes why he finds the ‘Throne of weapons’ so powerful. ‘This war memorial celebrates the ordinary people of Mozambique, many of them unarmed, who stood up to a culture of violence. It represents both a human tragedy and a human triumph. The Throne's essential humanity is suggested right away by its anthropomorphic qualities - it has arms, legs, a back and most importantly a face - actually two faces. My first reaction was that these faces are crying in pain, though they could also be seen as smiling faces finally freed from conflict. These anthropomorphic qualities also link it immediately to the arts of Africa, in which non-figurative objects such as chairs, stools, weapons, pots etc are seen as - and described as - human beings. The Throne has toured the world, taking its message of peace to schools, churches, shopping centres and even prisons – and of course, to museums and galleries.’ #MuseumOfTheWorld We’re celebrating our partnership with @googleartproject, and have asked curators to tell us about their favourite objects. Hugo Chapman, Keeper of Prints and Drawings, explains why he chose this chalk drawing by Michelangelo. ‘One of the things I love about drawings is the way they sometimes allow a glimpse into the private, behind the scenes world of an artist, one unseen in finished works in paint or stone. An example of that is a red chalk drawing by Michelangelo of grotesque heads in red chalk that reveal that the Florentine Renaissance artist had a lively, if caustic, sense of humour. The three heads were probably drawn to amuse but at the same instruct his pupils, as the three studies show how slight changes can radically alter the reading of an image with the character and mood of each figure (paranoid anxiety; vacuous joy; and depressive gloom) signalled by the position and erectness of their donkey-like ears.  I wish my ears were as expressive.’ Discover many more incredible works of art in the Google Cultural Institute at

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#MuseumOfTheWorld In Victorian England many people were fascinated by their past, and the ancient tribal leader Caratacus (also spelt Caractacus) was adopted as a symbol of national pride and independence. Like Boudica, Caratacus resisted the Roman invasion of Britain. Although he was eventually defeated, he earned a reputation as a noble and worthy foe. The Victorian sculptor J H Foley portrays him here standing triumphant, the embodiment of courageous English spirit. See this incredible #Movember moustache in our #Celts exhibition, until 31 January 2016.
J H Foley (1818–1874), Caractacus. Marble, 1856–1859. On loan from Guildhall Art Gallery/Mansion House, City of London. Some more #Movember inspiration! Here’s the Museum’s security team from 1902 photographed on the front steps. They include officers from the Metropolitan Police, and the London Fire Brigade (identified by their flat caps). We’re celebrating #Movember with Museum moustaches great and small. Here’s a #Movember fact: Peter the Great of Russia introduced a beard tax in 1698 and this token was given as proof of payment!

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