Market Research Testing

Concepts

• cultural services
• nam
• market research testing
• testing process
• detailed testing
• delivery of this testing
• summative testing of formation gallery
• concept testing
• research
• gallery aims

Location

Description

The National Army Museum (NAM) is wishes to appoint a company to test a series of concepts, topics, gallery aims and names with audiences to inform both content and display approaches for the refinement of its current permanent gallery offer. NAM is looking to change its permanent gallery spaces to ensure they best meet our visitors' needs. We want each gallery to work at some level across each of our key audience groups: Educators, Historians, Generalists, and For the Kids (within Transactors). NAM wants to test a series of concepts, topics, gallery aims and names with audiences to inform both content and display approaches. NAM has identified the target audiences it wishes to test with and requires an agency to develop an appropriate methodology for delivery of this testing, and to manage that testing process within the timescales outlined. NAM also requests the agency provide guidance on the type of information required from the Museum to best move forward with the project - what they need to get the best results. Given this research covers the redevelopment of three galleries, we envisage it will require a phased approach to allow each gallery project team to develop their plans in line with their individual project timings. Phase 1: Concept testing around the themes of the three new galleries, including more detailed testing for the new 'Army' gallery. Names testing for all five galleries to ensure they work with their gallery overview and holistically with each other, names chosen also need to be consistent (e.g. one word names for all) Phase 2 : Summative testing of Formation Gallery once Museum has re-opened, how learnings from this new gallery can inform the approach for the changes to the other three galleries going forward. NB: NAM is comfortable with full face to face surveying from 21 June in line with government guidance. But we would be interested in exploring options for distanced surveying from when the Museum re-opens 17 May. We are also interested in whether recruitment of visitors could be helpful in ensuring sample size. Phase 3 : Further detailed testing for new "Society" and "Battle", plus "Army" if more is required, once the curators and exhibitions teams have developed the concepts further. This will likely include detailed gallery overview, topics/sections, narratives, objects, designs, layouts, text samples.

CPV Codes

• 92500000 - Library, archives, museums and other cultural services

Indicators

• Contract is suitable for SMEs.

Other Information

Tender Brief 20210311_Gallery Refreshment Brief.docx