Summary

Franky, Green + Webb (FG+W) are digital experience experts for the cultural sector. They work with galleries, museums and heritage and cultural organisations to help them think about their online audiences and make changes to improve user experience. 

“We generate insights that help you make the right decisions at the right times, and pass on knowledge that will see the skills and culture in your organisation grow.”

Here’s how I helped FG+W generate insights for clients including Glasgow Museums, Imperial War Museums, the RAF Museum and the Royal Academy of Engineering through website and visitor experience surveys. 

My role

●      Survey design

●      Website deployment

●      Data analysis

●      Data visualisation

The right combination

FG+W wanted to learn how people were engaging with their clients’ museum and cultural websites to identify ways that visitor experiences can be improved.

For this kind of research to work, you need to ask the right people the right questions at the right time and analyse the data in the right way. 

This requires two things:

1. A deep understanding of the research problem and the sector.

2. A deep understanding of survey design and data analysis.

FG+W already had number one. I brought number two.

Finding out what Google Analytics doesn’t tell you

To get a complete picture of who was visiting museum websites and how they were engaging with them, FG+W needed to build on data already collected from Google Analytics like demographics, page visits and time spent on pages with data you can’t get from web analytics. 

For this, surveys are critical as they get into the mind of the user to find out who they really are, their behaviours and what motivates them. What were they hoping to achieve on their visit? What content do they value? Where else do they go for online content?

Based on the insights FG+W needed to gather about the people behind the webpage clicks, I was able to design a website experience survey that asked the right questions and allowed audiences to be segmented during analysis.

Getting noticed without being a nuisance

If you want to find out what a person thinks about a website or museum, the best way to do it is to ask. A survey lets you do exactly this.

But it’s important that you ask at the right time, otherwise you risk alienating people and ruining the experience. This can either a) send them running in the opposite direction, or b) negatively influence their answers.

To get people to notice and engage with the survey, I use specialist software that presents a survey to a cross-section of website visitors at the right time, without ever feeling intrusive.

This allows us to collect thousands of responses on a client website over the space of a couple of weeks.

Bringing order to the chaos

What happens in the aftermath of a survey run is every bit as important as the audience responses.

Without proper cleaning, organising and weighting, handing data over to FG+W would be no different to me handing over a year’s worth of receipts in a carrier bag to my accountant and asking him to figure it all out.

Once all of the data was in, I compared analytics data with the survey responses, creating new variables and categories, including a segmentation around motivations for visiting the website.

I then ran full cross-tabulation datasets (big tables cut different ways) to look at the data by different segments, demographics and other categories, with comments coded into key themes.

This all made data easy to digest, for me and FG+W.

From this, I was able to put together a summary of key visualisations in charts and graphs to make findings and significant differences stand out, as well as profiling audience segments to understand how different people experience digital.

FG+W were able to take this insight and quickly turn it into action, carrying out further research, building presentations and running workshops to help clients deliver better digital experiences.

Adam is a pleasure to work with and has brought a level of expertise that has allowed us to improve both the efficiency and quality of our quantitative survey work.

Alyson, Laura and Lindsey

Frankly, Green + Webb

But the collaboration didn’t end there...

Insight for Change

During the coronavirus pandemic, cultural organisations are more reliant than ever on web and social content to stay connected with audiences.

To support them during this time, I’m collaborating with FG+W (FG+W+PI, if you like) on Insight for Change — an affordable wrap-around support package that includes audience research, data and insight.

This project builds on the work we’ve done on uncovering insights through surveys to include live online reports, access to (anonymised) peer data, workshops and specialist support.

To date, Insight for Change has helped clients including Imperial War Museums, National Museums of Scotland, Science Museum Group, Birmingham Museums Trust and the Fine Arts Museums of San Francisco to better understand their online audiences and gather the insights they need to address challenges.  

Want to learn more about Insight for Change?