Locating a national collection through audience research

Abstract

• Locating a National Collection (LaNC) aims to help cultural heritage organisations to use location data — such as where objects were made and used or the places they depict and describe — to connect collections and engage audiences. Location-based interfaces such as web maps offer opportunities to open up collections to new audiences and uses. Place metadata can form the basis of engaging stories and tangible links between overlooked groups and local pasts that underscore notions of community empowerment. LaNC seeks to identify how the design of interfaces can be tailored to meet the needs of diverse users thus improving uptake and broadening the appeal of digital cultural heritage. To this end we gathered structured feedback from two groups: cultural heritage professionals and the public. Interviews with cultural heritage professionals helped us to understand motivation and priorities in the sector. Audience research included surveys and focus groups with representative samples of the UK population that offered insights into attitudes and behaviour alongside opportunities to test interface ideas. The research has demonstrated how values, such as local identity, alongside motivations such as curiosity around heritage visits offer hooks into cultural heritage collections. These findings will inform the development of LaNC’s map-based prototype, providing insights into how geospatial data structures and interface design can help institutions leverage serendipitous discovery and curiosity-driven exploration of their collections.