Evaluating interpretation

Evaluating your interpretation will tell you whether it's working or not. To get meaningful evaluation you must have set clear objectives for your interpretation.

When do you evaluate?

Front-end evaluation is done whilst you're developing your interpretive objectives. It answers questions such as 'what do the audience already know about this topic?' and 'what are they most interested in?' This way you can tailor your interpretation to your visitors' knowledge and interests.

Formative evaluation tests visitors' reactions to trial versions of your interpretation. For example, proofs of leaflets and panels can be tested to see if they attract attention and communicate the right messages. This allows you to change the design or content to make sure it works.

Remedial evaluation checks that once all the elements in a display are brought together they work - for instance, the lighting is appropriate, visitor flow patterns are optimised, and distraction/competition between elements is minimised.

Summative evaluation answers the question 'is our interpretation meeting its objectives?' Summative evaluation is carried out once a project is implemented.

A range of evaluation methodologies are available.

Quantitative methods count and measure things. Here your data is already in the form of numbers or can be converted into numbers that can be analysed statistically. Qualitative methods attempt to describe your visitor's opinions, attitudes, perceptions and feelings. This information will require further interpretation and organisation. Quantitative and qualitative research can be undertaken using the following techniques:

1. Observations

This involves observing visitor behaviour, for example to determine how long people spend looking at an exhibit, and whether they repeat any of its contents out loud (a 'text echo').

2. Tracking/behavioural mapping

This involves following visitors to find out where they go, how they use a space or area, and the amount of time they spend in different places.

3. Questionnaires

These can be done by an interviewer or can be filled in by the visitor. They can contain closed questions that can be coded and treated statistically such as: On the following scale how would you rate the design of the forest floor panel? very poor / poor / average / good / excellent They can also contain open questions that provide insights into opinions, feelings and perceptions such as: What do you like and dislike about the forest floor panel?

4. Focus groups

These involve gathering information through semi-structured indepth interviews with a group of people. The interviews are usually tape recorded and analysed later. The interviewer's job is to provide prompts and open-ended questions aimed at exploring a topic in some depth.

5. Critical appraisal

This asks for an expert opinion about your interpretation from an interpretive professional. Award schemes such as 'Interpret Britain' involve a critical appraisal where experienced judges assess the various attributes of the interpretive facility.

Each method has its own strengths and weaknesses, and combinations of methods usually give the best results.