Woodhorn Charitable Trust

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Woodhorn Museum Winter at Woodhorn evaluation

During December 2016, Woodhorn Museum was transformed into a wonderland of activities and events including Christmas Markets, ice skating, Santa’s Grotto and free craft activities for families to get involved in. The 2016 programme culminated with a Frost of Forgetfulness tour incorporating imaginative craft activities and interactive theatre in an immersive tour of the museum.

Public Knowledge were brought on board by Woodhorn Charitable Trust to conduct visitor research during the Winter event and were set the challenge of conducting the research in keeping with the Winter programme.

Through a range of methods, Public Knowledge spoke to a wide range of visitors to gain feedback on the activities going on across the site and the programme as a whole. 147 iPad assisted face-to-face interviews were conducted throughout December alongside the availability of winter themed postcard surveys to capture key profiling information through a shorter survey option.

To capture observations of how visitors engaged with the site as well as more emotive, qualitative feedback openly provided by visitors during their experience, we conducted vox pops interviews during the Christmas Markets and provided customer hosts and volunteers with diaries, memoirs of Winter at Woodhorn, to jot down any observations, record any recurrent questions and capture any feedback given freely by the public.

We presented the findings of the research back to the Woodhorn team in a debrief session to inform future events and programming and provided the raw data files for easy upload to their audience profiling database supplied to the Audience Agency.

This research built upon the audience research at the Northumberland Miners' Picnic in 2016 which Public Knowledge conducted through face-to-face interviewing and which we have just conducted again in 2017.

For more information please email Sophie Brannigan here.


“Public Knowledge worked closely with our team to identify a range of methods and opportunities for conducting visitor research across our very varied winter programme of activities. Their feedback report was insightful and informative, and their presentation of findings clear and professional.”

The Woodhorn Museum team