iMuseum: a digital platform for Museum

2.0 (AKA “The Social Museum”)

Title
Liam Templeton

0704913

Prof. Roderic Page

University of Glasgow

1
Abstract 2

Introduction 2

The Current Role of Museums 2

Previous Attempts to Monitor User Navigation 2

QR Codes 2

Aims & Hypotheses 2

Methods 2

Specimen for Consideration 2

Establishing Web Content 2

Generating QR Codes 2

Preparing the System for General Use 2

Collection of Data 2

Results 2

Devices 2

Preference 2

Navigation 2

Discussion 2

Devices & IP addresses 2

Preference 2

Navigation 2

Limitations 2

Improvements for Further Use 2

Museum 2.0 2

Conclusion 2

Acknowledgments 2

Bibliography 2

Websites 2

Appendix 2

2
Abstract

Museums have held a high standard of cultural and scientific significance for centuries.

First serving as a store by which specimen of all descriptions could be catalogued and

studied and secondarily as a platform for public outreach and the communication of

science. In a rapidly changing environment where the importance of natural resources

are often overlooked in place of human development the purpose of institutions such

as the Hunterian zoology museum can be considered instrumental in their influence on

individuals and how they consider the natural world. Current museum displays are

limited as to the amount of information they are able to display and unable to

accommodate new scientific discoveries. Digitally stored information may serve as a

possible solution although the use of technology may represent a large investment on

the part of the museum which is often open to abuse. By incorporating a system which

employs the use of user owned technology it could act to alleviate any such

investment. This study explores the use of quick response (QR) codes as a cost

effective means to accommodate a digital system made available for internet enabled

mobile devices (i.e. “smartphones”) in the hope to offer a more rewarding and

interactive experience to visitors while at the same time establishing a means by which

to monitor and track user navigation and preference.

3
Introduction

The Current Role of Museums

Museums of Natural History perhaps more so than any other represent a platform not

only for public outreach and education but for the study and exploration of biological

systems and diversity (Winker, 2004). Historically this mission could be considered the

primary role of museums of this nature though as natural sciences progressed with the

synthesis of Darwinian modes of thought this too ushered an interest in public

involvement and observation. This is perhaps most apparent in the Natural History

Museum in London which was only made publicly accessible in 1881 (Stearn, 1981), to

which Bill Bryson commented "by making the Natural History Museum an institution for

everyone, Owen transformed our expectations of what museums are for" (Bryson,

2004). This relates to the idea that it may function not only for the pursuit of a further

understanding of the natural world but also to promote an active interest in those that

might otherwise not be aware of such phenomena. An outreach program such as this is

as vital now more than ever as fewer considerations are given to the state of our

natural resources in favour of the proliferation of further human development. Where

schools fail to it falls on the shoulders of public education in the media and through

institutions like museums to captivate the imaginations of the public in order to help

cultivate an interest in the hope to effectively direct action toward the understanding

and conservation of the natural world. Perhaps in doing so a revision in the way that

museums are operated is required where visitor participation is favoured over curatorial

authority (Simon, 2007b).

Through the design of more creative means to communicate information to members of

the public curatorial staff can hope to more effectively convey themes in biology to

visitors. One limiting factor in the designing of museum exhibits is the nature of content

which should be included. Typically one can expect a wide range of visitors from

differing educational backgrounds and institutions such as this should aim to not

4
alienate any potential visitor. Displays should be relevant and informative but not so

challenging so to exclude any demographic or individual. This in itself may pose

somewhat of a challenge as the space in which such information is displayed is often

restricted. Another potential challenge that exists is that visitors may feel intimidated if

confronted by large bodies of text, and so may be less likely to retain any information

they are faced with (McManus, 1989). One way to overcome this challenge would be to

host a digital source of information which would then allow visitors to selectively view

that which interests them most. In doing so it is hoped that a wider audience be

reached with the inclusion of interactive forms of media. However criticisms do exist in

that some forms of interactive technologies are thought to detract from the true nature

of the object and so limiting the overall appeal of that exhibit (Fleming, 2005). Doing so

would also require some investment in order to install and maintain the required

technologies, which may at first seem unattractive on the part of the institution. By

facilitating the use of user owned technology we can hope to alleviate any financial

investment or personal intrusion a system such as this would otherwise pose.

Another challenge in curating exhibits of this nature is that our knowledge of that which

is put on display is constantly being challenged by advancements in the field. This

could perhaps be said to be occurring more rapidly than in any other discipline.

Because of this some areas of content may be found to be outdated shortly after being

put on display. As few institutions have the resources to revise displays on a regular

basis, at least not at the rate at which new discoveries are made, it would appear as

though there is a need for a more adaptable platform on which content can be hosted.

Such a platform might easily be facilitated by the establishment of a digital resource on

which content could be hosted. The nature of which would mean that updating displays

would require as little action as editing a block of text. This would act to ensure that the

content provided was relevant and current and may even pose as an opportunity to

include user generated content, a concept which will be explored later in this study.

5
Previous Attempts to Monitor User Navigation

A major frontier in the study of museums is that of visitor behaviour. By understanding

the processes by which visitors navigate throughout a museum curators, and those

involved in the design of museum displays, can then use this information to design

future exhibitions that relate to the patterns of interest expressed by any key

demographic. The current means of doing so may seem largely restricted to

assumptions made based on visual observations. The use of closed circuit television

systems may pose a suitable aid in doing so though the analysis of the footage

retrieved might prove to be incredibly tedious to say the least. Multiple attempts have

since been made by inferring the use of sophisticated technologies and advanced

statistical modeling to predict visitor interest (Bohnert et al, 2009). However in doing so

it may also pose further complications and uncertainties to an already poorly explored

area of research.

One such attempt of doing involved the use of radio-frequency identification (RFID)

whereby visitors were provided with passive RFID tags to be worn throughout the

duration of their visi (Baldwin & Kuriakose, 2009). Exhibits were then coupled with an

antenna for the purpose of receiving data relating to visitor proximity and navigation.

Though arguably discrete the process of distributing and then recollecting RFID tags to

and from each individual visitor may seem inappropriate in that it is directly invading

that person’s privacy. If confronted by an alien device visitors may feel intimidated and

prone to unnatural behaviour (Simon, 2009). A system such as this also poses

somewhat of a financial risk in that if not properly monitored the devices may then be

open to abuse. While RFID tags themselves are said to be relatively inexpensive for

this purpose this might still be considered an unnecessary investment for a permanent

installation.

6
This too can be resolved by employing the use of user owned technology. Mobile

phones carry features that would allow for the use in monitoring user navigation. The

function of which may be passive by making use of bluetooth identification by other

bluetooth devices fixed to exhibits. This would rely heavily on the assumption that

users would have bluetooth enabled on their device, the likelihood of which might not

be very high being that it’s function has been somewhat subsided by more advanced

wireless technologies. Other more active means of employing the use of user owned

devices might on the surface appear intrusive and require some form of activity on the

part of the user. Under this assumption a user would have to actively view an exhibit

using their device for it to be recognised by the system. A way to influence a visitor to

do so might be to offer some form of incentive. In the case of this study that incentive

can be thought of as the prospect of gaining access to exclusive web hosted content

and supplementary information. Actively viewing an exhibit can be thought of in terms

of accessing the content using an internet enabled device. In order for this to be

effective the delivery of such content would have to be almost seamless. In this case a

means of doing so is facilitated by the use of quick response (QR) codes.

QR Codes

QR codes are two-dimensional images that can be generated to encode information

readable by remote devices. Unlike bar codes which are limited to encoding numerical

data QR codes can be made to represent letters and other symbols. This feature

makes them attractive for use in a number of practical applications. First developed by

Denso-wave in 1994 for use in the car manufacturing industry their purpose was mainly

that of a logistical tool (www.denso-wave.com). Since then they have been adopted for

numerous uses. With the advancement of mobile devices a more commercial use has

become available to explore. The nature of the codes and their ability to directly link

information to mobile devices almost instantaneously has made them attractive for use

in fields such as advertising and public relations. Poster and television advertisements

are now commonly coupled with codes relating viewers and observers to

7
supplementary information hosted online. It seems only natural that they would be

adapted for use in museums and throughout the public education sector to better

enrich the experience of visitors in a way that is discrete and poses little financial

implications on the part of the institution.

More recently a recreational use of QR codes has begun to be explored. One such

exploration is a concept proposed by the website Tales of Things whereby users are

encouraged to generate and contribute online content relating to physical objects that

bear some significance to them. These objects are then coupled with a QR code so

that others who encounter them in real life can be made aware of any interesting

aspects of that objects history and personal significance. This idea supports the

concept of participation (Simon, 2007a) whereby including user generated content

related to previous experiences and knowledge of that object we can seek to establish

a forum of content which is not limited to that dictated by the curatorial staff but which

relates to visitors on all levels of interest, and in doing so collapsing the telescopic

nature of public interest and education.

Another example of this type is that of the website and mobile application My Personal

Tour (www.mypersonaltour.com) where people are invited to curate personal tours of

sorts which can then be subscribed to by users for free via their mobile devices using a

downloadable application. This also facilitates the use of QR codes as a means to

easily and effectively relate digitally stored information to physical objects but also has

been extrapolated for use in outside tours by employing the use of in-device global

positioning systems (GPS). In this system users are prompted to view a building or

object of interest by push notification when in close proximity to that building or object

and then supplied with information relating to that site. The use of QR codes in this

case is thought to be necessary where GPS is unavailable (i.e. in a closed building).

This method fully supports the idea of user participation in that all content is user

generated and so allows the construction of tours tailored specifically for varying levels

8
of interest (Borggrewe, 2009). One limitation is that currently the MyTour mobile

application is currently limited for use with Apple devices only.

Some of these concepts were briefly outlined in an article featured in New Scientist

(Giles, 2010) in which the idea of employing the use of QR codes in museums by

curators was put forward, though to my knowledge has yet to have been implemented

in a way similar to that outlined in this study. The MyTour application was released via

the Apple app store in December 2010 and so was not suitable for use in the

development or the execution of this study.

Aims & Hypotheses

The aim of this experiment is to integrate a digital system into the current collection of

the Hunterian zoology museum, the purpose of which is to provide a more engaging

and ultimately rewarding experience for the user and to allow the passive collection of

information relating to user navigation and display preference. In doing so it is hoped

that user information can be tracked in a way that might prove useful for the design of

future museum exhibits relating to apparent user interest. A null hypothesis can be

thought of in that there is no observable bias of display preference or typical navigation

subscribed to by visitors. The alternative being that there is an observable bias of

display preference or typical navigation subscribed to by visitors, the nature of which is

hoped to be explored throughout the process of this study.

9
Methods

Specimen for Consideration

For the purpose of this experiment a group of exhibits were selected from within the

current collection at the Hunterian zoology museum at the University of Glasgow. A set

of 24 museum specimen was established. This number was considered appropriate to

give a sample size of adequate statistical integrity and manageability. Also taken into

consideration was that the sample size be of a sufficient number to ensure that the

specimen included would not simply be considered a novelty by the visitors, but not so

many that making content for each would become laborious and unmanageable. When

selecting specimen to be included in the study certain considerations were taken into

account. These considerations included various aspects of the biology of the specimen

(i.e. taxonomy and geographic distribution), the nature both of the display and the

specimen and the relative position of that exhibit in the museum. It was desirable that

the set included an even number of specimen of each description. This consideration

was given in the hope that the data collected could be extrapolated to pertain to various

aspects of user navigation and to some extent preference. In practise this hope was

somewhat confounded by an existing bias in the museum collection in that it features a

disproportionate number of mammals and birds than it does amphibians and reptiles

etc. With this in mind it was decided that the most important aspect of selection be that

which considers the spatial distribution of specimen throughout the museum, and that

any other aspect be considered but only of secondary importance. A complete list of

the exhibits that were included is included in the appendix.

Establishing Web Content

Once the set was confirmed a series of online content was required with a page

relating to each of the specimen included. A format for the web page was established

with each page featuring the name of the specimen (both common and binomial), an

10
image of a specimen of the same species, a paragraph of text relating to that animals

biology, information relating to that animals taxonomic classification and a map

outlining the distribution of that animal. All images and the basis for text were taken

from Wikipedia. Maps were taken from the IUCN red list where available, and

otherwise illustrated onto a blank map based on information from the same source.

It was recognised that content sourced primarily from Wikipedia was perhaps not

entirely suitable for use in a museum but also that for the purpose of this experiment it

could be considered a fair compromise. This was justified by the point that the content

could be considered to be secondary to the function of the system and that the system

itself was intended to act as a pilot study on various aspects of the use and

functionality of the system. If such a system was to be adapted for a more permanent

use then it was appreciated that a higher level of content would be required.

Construction of the pages was done using the application TextWrangler for Macintosh

computers. A universal theme was created using the jQuery mobile online application

(jquerymobile.com). This theme made it so that the content was compatible and

aesthetically pleasing when being viewed on different types of mobile device. Once

complete the content was hosted on a local server on the museum premises. It was

recognised that some mobile devices failed to receive a mobile internet reception

required to operate the system. For this reason a local wi-fi network was established in

the museum using an Apple Airport module.

Generating QR Codes

Upon completion of the online content individual QR codes were generated to relate to

the URL on which each page was hosted. This was done using the Kaywa online QR-

code generator (qrcode.kayway.com) which is able to generate a code specific to an

inputed URL. A truncated URL was also generated using the online URL shortener

bit.ly. It was proposed that these truncated URLs might work to allow access to pages

11
for those without the relevant QR reading software. However it was soon recognised

that such URLs require access to an external server, which the established wi-fi

network does not allow. For this reason the shortened URLs were abandoned. The QR

codes generated were downloaded as an image format before being resized into

approximately 4cm squares and mounted in a printable document using Microsoft

Word. In this format they were also coupled with a text label specifying the name of the

specimen to which the code relates. The codes were then printed and cut to size. Each

individual code was mounted to the display of the relevant specimen using single sided

adhesive film. For most of the specimen this involved attaching the code to the outside

of the glass display case relative to the position of the specimen within that case,

though for other more open displays positioning and attachment of labels required a

little more imagination.

Preparing the System for General Use

As soon as the system was considered to be operational an email was composed and

sent to members of staff and senior students associated with the department of

ecology and evolutionary biology situated in the same building as the zoology museum

inviting those who were able to use the system. A poster was also constructed for the

attention of the public informing them of the aims of the project and a guideline to the

proper use of the system which was placed near the entrance of the museum. An

example of the poster can be viewed in the appendix.

Following a collection period of approximately 14 days it was observed that the system

had received little attention from visitors. In response to this it was decided that an

event be hosted in the museum where the project might be explained in person and

that visitors be offered some incentive of reward for their participation. An event page

was created on the social networking site Facebook encouraging those that were

interested to attend and advertise the event to their friends. This was also advertised

via an email sent to the same individuals as outlined previously and mentioned loosely
12
on various other social networking platforms such as Twitter. A short questionnaire was

composed for use during the event in an attempt to gain user feedback in terms of

ease of use of the system, the apparent effectiveness of the system and overall

perception of the system. Other questions included user age and device owned. A

space was also given for additional comments to be made. The results of which were

omitted from the final study as they were considered to be of little value.

It was also decided that a visual representation might be necessary so that users might

associate the codes with their purpose. For this a number of codes were coupled with a

cartoon image depicting a mobile device scanning a QR code and receiving additional

information. This image can be found in the appendix.

Collection of Data

A recording system was established so that data points were collected and logged on a

database each time the code of a specimen was scanned. This system used a script

on the host web server to identify the browser cookies of visitor owned devices to

identify and track individual devices. In doing so, information could be viewed relating

to the time at which a code was scanned and the type of device which was used. As

well as this the individual identity of the visitor could also be monitored. By inferring

data on the order of scans as well as the number it was made possible to extrapolate

information pertaining to visitor navigation, preference and behaviour. The IP address

of each device was also retrieved searched for using the lookup feature in Network

Utility on a Macintosh computer. This allowed for the source to be recognised and the

nature of their internet connection to be identified. The data used in this study was

collected between February 15th and March 11th.

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Results

A total of 28 visitors took part in the study over a period of approximately 25 days

generating a total of 262 hits to the exhibit sites. The entire database retrieved from the

study can be viewed at the following url: http://iphylo.org/~rpage/museum/report/

Devices

Of the 28 visitors the distribution of the device type used can be viewed as follows:

Chart 1

From Chart 1 we can see that the most prevalent devices used by visitors are

Blackberry, iPhone and those which support the Android 2.2 operating systems. As

shown here the three of these represent an equal proportion of visitor devices used,

however if the different versions of Android software were to be considered as one then

devices using this software could be considered the most abundant.

14
Seven unique IP addresses were recognised as having been used by visitors, the most

prevalent of which was that of the wi-fi network provided for the purpose of this

experiment. Others identified included those relating to various mobile networks

suggesting that many visitors were able to access sufficient 3G coverage in the

museum to operate the system without the need for the wi-fi network. The distribution

of which used can be viewed as follows:

Chart 2

Although of all those listed in Chart 2 the museum wi-fi is the most commonly used it is

clear that most visitors were able to operate the system to a satisfying degree using

only mobile reception.

15
Preference

A total of 262 hits were received over the collections period, though some of these

were recognised as being repeat hits by individuals on some exhibits leaving a total of

234 individual hits. A histogram outlining the distribution of those individual hits among

the exhibits can be viewed as follows:

Graph 1

The x-axis relates to the number of individual hits received in total while the X-axis lists

the latin name of the exhibits included in the study. From Graph 1 we can see that the

sloth exhibit (B. tridactylus) received the most hits overall and the porcupine exhibit (C.

prehensilis) received the fewest.

16
The overall apparent popularity of exhibits of the same taxa was also considered. The

following histogram shows the distribution of hits among the different taxonomic groups

that were included:

Graph 2

Again, the x-axis represents the total number of individual hits received but this time

relating to a number of exhibits grouped by their taxonomy. Graph 2 would suggest that

mammal exhibits received significantly more attention than other exhibits, and

amphibian and fish exhibits significantly less.

17
However, it should be recognised that a total of eight mammal exhibits where included

while only two amphibian and two fish exhibits were included and four of every other.

With this in mind these results were then calibrated to give the values as seen in the

following histogram:

Graph 3

Graph 3 would suggest that in fact bird exhibits received the most attention and that

fish actually received relatively more attention that invertebrates in comparison to that

seen in the previous histogram.

Further to this point a chi sqaured test was performed to test whether there was any

significant bias displayed by visitors toward any group of exhibits based on the logic

that if the mammal exhibits represent 1/3 of the museum collection then we would

expect those exhibits to receive 1/3 of the hits. The results for which are shown in the

following table:

Table 1

Taxonomic Observed Expected Chi Squared Probability

Group Popularity Popularity

Mammals 86 78 0.82051282 0.5>P>0.3

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 Taxonomic Observed Expected Chi Squared Probability
Group Popularity Popularity

Birds 47 29 1.64102564 0.2>P>0.1

Reptiles 39 39 0 P=1

Amphibians 12 19.5 2.88461538 0.1>P>0.05

Fish 17 19.5 0.32051282 0.7>P>0.5

Invertebrates 33 39 0.92307692 0.5<P<0.3

From that which is shown in Table 1 none of these values are at all significant

suggesting there is little bias in how a visitor selects which exhibits to view.

Similarly these values were generated relating to other aspects of exhibits (such as

display type etc.) and the effect they may have on their popularity. The results for each

are as follows:

Table 2

Display Type Observed Expected Chi Squared Probability

Open 57 58.5 0.03846154 0.9>P>0.8

Closed 177 175.5 0.01282051 0.9>P>0.95

Grouped 199 195 0.08205128 0.8>P>0.7

Solitary 35 39 0.41025641 0.7>P>0.5

Table 2 shows the chi squared values for the display type of exhibits. Display types

were grouped separately as being either open or closed, in that the the physical

specimen is either contained within a glass case or displayed openly, and as being

grouped or solitary. These values also show no significance of display type in visitor

preference.

Table 3

Region of Observed Expected Chi squared Probability

Origin

Extinct 25 19.5 1.55128205 0.3>P>0.2

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 Region of Observed Expected Chi squared Probability
Origin

Marine 57 68.25 1.8543956 0.2>P>0.1

African 36 29.25 0.455625 0.7>P>0.5

Asian 24 19.5 1.03846154 0.5>P>0.3

Australasian 41 48.75 1.23205128 0.5>P>0.3

European 19 19.5 0.01282051 0.95>P>0.9

American 32 29.25 0.25854701 0.7>P>0.5

Table 3 shows the same, this time with respect to the region in which the displayed

organism is typically found. Though still of little statistical significance it would appear

as though it has a greater effect than the previous discussed factors.

One final consideration was given to the nature of the specimen exhibited in terms of

physical condition. Exhibits were recognised as being either living, skeletal,

taxidermied, chemically preserved or artificial. The values of which can be viewed as

follows:

Table 4

Status Observed Expected Chi Squared Probability

Living 19 19.5 0.01282051 0.95>P>0.9

Skeletal 77 78 0.01282051 0.95>P>0.9

Taxidermied 84 78 0.46153846 0.5>P>0.3

Preserved 25 29.25 0.61752137 0.5>P>0.3

Artifical 29 29.25 0.00213675 P>0.95

Similarly these factors are shown to have little significance on the influence on the

preference of visitors.

A full table outlining the categorisation of each exhibit can be found in the appendix.

20
Navigation

A basic floor plan of the Hunterian zoology museum was constructed based on a

previous hand drawn version supplied by the curator. It can be viewed as follows:

Plan 1

Each blue dot indicates the approximate location of a specimen that was included in

the study. Dots are labelled with the initial of the specimen which they relate to. This is

to be used as a reference for the following charts. A key for the abbreviations can be

found in the appendix. This was done by calculating the points of each exhibit on the

floor plan and then generating a scatter plot relative to these points. The resulting chart

was then imposed onto the floor plan to outline the relative position of the exhibits.

21
Onto this plan the relative popularity of each exhibit could be visualised using a bubble

chart where the size of the bubble occupying the relative position of an exhibit is

indicative of the number of hits it received over the collection period. This can be

viewed as follows:

Plan 2

Plan 2 visualises that which was displayed in Graph 1 to show the relative popularity of

exhibits with relation to their spatial distribution throughout the museum. Towards the

bottom right we can see that relating to the Robber Crab (Birgus latro) exhbit which

appears to be significantly larger than that of any other invertebrate exhibit. Another

notable point is that of the Sloth (Bradypus tridactylus) exhibit which received the most

individual hits overall.

22
Using this same plan the navigation of individual visitors could be tracked by inferring

the relative position of each exhibit and the order in which they were viewed by that

individual. The following diagram illustrates a compilation of all individual visitor paths

attained over the collection period:

Plan 3

Lines shown in bold represent the paths most commonly taken by visitors. From this it

can be seen that visitors typically navigate themselves around the periphery of the

museum walls, but also that there is significant amounts of crossing over that occurs

between exhibits of opposing locations.

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The individual paths taken by visitors were also generated using the same method,

though this was only relevant for visitors who viewed three or more of the exhibits

throughout the museum. A total of 20 visitor path plans were generated, an example of

which can be viewed as follows:

Plan 4

The starting point of the visit is indicated by the letter x. From here the visitor can be

seen to have taken a clockwise route loosely following the outside wall of the museum.

An animated .gif showing the reaminder of the plans can be viewed at the following url:

http://iphylo.org/~rpage/museum/report/.

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Using a similar technique a series of star charts was compiled. These charts relate to

the exhibits which were viewed by visitors after having viewing a particular exhibit. An

example of which can be viewed as follows:

Plan 5

Plan 5 is shown to have the relative position of the Koala (Phascolarctos cinereus)

exhibit located at the centre of a star plot. The lines protruding from this relate the

positions of those exhibits that visitors viewed next. If we were to take north as facing

upwards, shown here we can see the Tarsier (Tarsius tarsier) exhibit due south of this

position, the Sloth (Bradypus tridactylus) exhibit south by southeast, the Dolphin exhibit

(Delphis delphinus) southeast, and the Gian Anteater (Myrmecophaga tridactyla) to the

northeast.

25
The relative distance between these points were also calculated and imposed onto the

charts as well as the average distance traveled by visitors after having viewed that

particular exhibit. An example of which can be viewed as follows:

Plan 6

Shown in Plan 6 is the distance chart for the Royal Python exhibit (Pythos regius). The

value shown at the centre of the star represents the average distance traveled by

visitors to reach the next exhibit. Using the same compass analogy as above to the

southwest of this point we can again see the Sloth (Bradypus tridactylus) exhibit, to the

northwest the Tarsier (Tarsius tarsier) exhibit, north by northwest is the Dolphin

(Delphinus delphis) exhibit, north by northeast is the African Elephant (Loxodonta

africana) exhibit, and to the southeast the Merlin (Falco colombarius) exhibit. The

distance travelled from the starting point to the dolphin and elephant exhibits

respectively is seen to be equidistant. The same can be said of the distances shown of

the Sloth and Merlin exhibits.

26
It should be noted that as the floor plan was not drawn to scale distances can be taken

as being represented in map units, where one map unit is equal to one centimeter

when viewed at size A4. This can be used to infer some sense of how far a visitor is

likely to have traveled between viewing exhibits.

The proportion of visitors that chose to a particular exhibit next was also inferred for

each individual exhibit. This can be used to estimate the likelihood of a visitor viewing a

particular exhibit next. An example of which can be viewed as follows:

Plan 7

Plan 7 shows that from viewing the Tarsier exhibit 28.6% of visitors went on to view the

Sloth exhibit, while 57.1% of visitors viewed the Koala exhibit next, and only 14.3%

viewed the Giant Anteater. This supports the notion that visitors may be inclined to

view exhibits that are spatially closely associated with that which they are currently

viewing. These figures also indicate a slight preference of visitors to navigate in a

clockwise motion throughout the museum.

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A full set of these figures can be found in an animated .gif format at the following url:

http://iphylo.org/~rpage/museum/report/

Discussion

Devices & IP addresses

Data retrieved relating to the manufacturer and operating systems of the devices

recorded may prove useful in the further establishment of content included in the

pages. Some content including other forms media and interactive features may require

specific drivers for different device types and so any considerations made to this effect

would then allow for the development of more engaging and interactive content that

would seek to exclude the fewest number of visitors possible. As seen in the results the

most prevalent of the devices used were those using Android and iPhone operating

systems, both of which to my understanding feature dedicated application services

which would likely allow the successful operation of such features.

Of the IP addresses recognised it was observed that the majority of visitors which took

part in the study where able to satisfactorily operate the system without the aid of the

wi-fi network provided. It was originally assumed that sufficient mobile internet

reception was unavailable in the museum and so for the purpose of this experiment a

dedicated wi-fi network had been established. This assumption was based on

observations made on the function of my own device (an iPhone 3GS), though it would

appear as though this is not the case for all devices.

A secondary function of hosting visitors on a dedicated wi-fi network is that the IP

address recognised can confidently be said to have come from within the museum. The

function of this system as a tool by which to effectively measure visitor interest and

navigation relies heavily on the assumption that a visitor is located in the vicinity of a

particular exhibit when viewing a web page related to that object. This was largely

28
facilitated by the exclusive association of a specific QR code with a physical object (i.e.

with no alternative means of accessing a page). This may have been somewhat

confounded by the fact that a visitor is potentially able to gain access to a page from

information stored in their browser history after their initial visit. By identifying a visitor

with an IP address other than that of the dedicated wi-fi network it was thought that it

could be assumed that they were viewing a page from outwith the museum. However,

it was observed that many of these foreign addresses were coming from the mobile

networks of those with mobile devices capable of receiving adequate signal and so

were included in the results.

Preference

The chi squared values generated show that there is little significance in the effect that

the various aspects of exhibit type identified have on which exhibits visitors decided to

view. This would suggest that there are no factors which affect the preference of

visitors towards exhibits of any particular type and so lead us to accept the null

hypothesis proposed earlier in this document. This would then suggest that visitors are

generally operating in the absence of any pre-existing bias of preference to any

particular group of exhibits and instead considering all of those equally. Any effect of

bias may potentially have been confounded by the small number of exhibits included in

the study, whereby visitors operated under the consideration that all those included are

equal in that each represents a novel function when compared to other exhibits which

were not included in the study.

There is perhaps some small observable bias of preference in relation to the spatial

distribution of exhibits throughout the museum. See that of the Robber Crab (Birgus

latro) which was seen to have received more hits relative to any other invertebrate

exhibit included in the study. This may be because it is situated close to the entrance of

the museum and so visitors would be more aware of this particular exhibit upon first

arriving in the museum. Contrary to this point is that of the Common Frog (Rana

29
temporaria) which received relatively fewer hits than many of the other exhibits. This

could be because it is situated toward the far right corner of the museum in an

unexposed corridor. Consideration to this effect with respect to the spatial distribution

of exhibits may offer an explanation to the small amount of preference observed toward

some exhibits over others, although the nature of this study does not allow for any full

analysis toward the nature of this.

Navigation

The compilation floor-plan shown in the results indicates that most visitors favoured

paths which outlined the periphery of the museum. This would indicate that there is in

fact some factor of influence in how visitors choose to navigate themselves throughout

the museum, though the nature of which is not fully understood. This notion is further

illustrated by the individual floor plans observed. While some may appear more erratic

in their navigation, and other more brief visits somewhat obscure in themselves, the

majority of those clearly indicate a route which follows a logical outside path. Perhaps

quite obviously this may be the case as there are few exhibits that where included in

the study which are situated toward the centre of the museum. What this does indicate

though is that users are not simply drifting autonomously from one exhibit to the next

but are instead directed by some governing factor. With inference of the information

shown by star charts and their respective distances we can then make the assumption

that visitors are most likely to feel an inclination to view exhibits that are spatially quite

closely associated to their current position. This tendency may also be influenced by

the visibility of neighbouring exhibits, though the data collected does not permit the

testing of such an effect. While this is perhaps to be expected it does pose as an issue

in that a visitor may simply be searching for a tag as opposed considering their purpose

as a means to access supplementary information.

30
Although the floor-plan is not drawn to scale and the positions of individual displays are

not precise it still serves a purpose in that it conveys the relative position of users at the

time of scanning and the relative distance travelled between displays. As well as this

the plan fails to acknowledge various physical barriers that occur throughout the

museum. Often the paths assumed by this process are unlikely to have been taken in

reality due to physical obstructions present throughout the museum. Despite this the

charts still act to convey some aspect of association between displays in terms of their

general proximity to one another with moderate success. Such barriers include tables

and chairs which may act to obstruct some displays and pathways between displays.

Most notably are those facing the Merlin (Falco colombarius) and Three-toed Sloth

(Bradypus tridactylus) displays. An arch of tables surrounding the Tree Frog (Litoria

caerulea) tank may also have served as a physical obstruction. Also present

throughout the collection period of this study were a pair of large storage containers

which acted to block a direct path between the Tarsier (Tarsius tarsier) and the Koala

(Phascolarctos cinereus) displays (to the far left of the floor plan). The presence of

these, though temporary, may have influenced user navigation throughout the

collection period of the study. Also missing from the floor plan provided is the insect

installation which resides between the Koala and the Giant Anteater (Myrmecophaga

tridactyla) displays, which might also be taken into consideration when considering the

paths chosen by visitors relative to this area. Incidentally the contents of which were

omitted from the study entirely, and in doing so effectively excluding an entire animal

group which may have been of potential interest to a number of visitors. The initial logic

behind this was that the installation is apparently more recent than the other displays

and in itself represents a newer and more interactive way to view the exhibits which it

holds when compared to the rest of the museum.

Paths were first assumed to originate from the entrance and progress throughout the

museum thusly, as would be experienced by most visiting individuals. However, as the

majority of participating individuals were made up of students and members of staff

31
from the department these paths may have originated from a number of points

throughout the museum. More to this point on the day of the event visitors were

engaged at a small stall that was set up next to the Elephant Bird (Aepyornis) exhibit,

where the nature of the experiment was explained to them and they were offered a

reward for their participation. From here the participants would most likely have initiated

their recorded visit starting from exhibits closely associated to this point. This could

have potentially been avoided by implementation of a dedicated starting point, whereby

a visitor would be expected to scan a code near the entrance to mark the start of their

visit. Upon doing so they could be informed of the various exhibits included in the

project and directed from this point. One issue that a system such as this might pose,

as well as the nature of the event itself, is that this may act to influence the navigation

of a visitor in a way that is unnatural and unrepresentative of their own behaviour. It

was originally hoped that data points be collected passively and without any form of

intrusion, though as the collection period progressed it was made clear that some form

of intervention was necessary to in effect guide users in the correct use of the system.

In doing so this may have effectively corrupted the data retrieved, though undoubtedly

it is still in some way representative of that which it was hoped to have been achieved.

It should also be noted that the paths shown are based on the sequential scanning of

displays and do not necessarily represent the true navigation of visitors but rather an

approximation of which based on this information. By inferring information relating to

the time spent between displays we can speculate as to the nature of the distractions

and deviations encountered in between scans. Though the data retrieved does in effect

permit doing so this particular aspect was not explored in the study. The reasons for

which are that several instances were recorded where visitors were apparently viewing

two or more exhibits within the space of a single recorded minute, and thus calculating

the time between sequential scans as effectively zero. One means of correcting this

would be to record data relating to time on a scale which includes time in seconds. It

was originally hoped that time spent between scans could be extrapolated as a means

32
to gauge interest in a particular exhibit (Bohnert et al, 2008), although from this it would

appear that visitor interest in some cases is minimal, and that visitors often scan an

exhibit in the hope of receiving some form of instant gratification (i.e. to view an image

or a map etc.). This attitude may have been accommodated by how the system is

viewed by visitors. By including so few exhibits in the study visitors might have viewed

those with a tag as representing a form of novelty. This effect may have been less

apparent if more exhibits had been included, although it is likely that the main issue lies

within the content provided for each exhibit. If the visitor were to be provided with some

aspect of interactivity when viewing an exhibit we might then expect that their

engagement be held for a longer period of time, and thus be able to better gauge their

level of interest.

Limitations

One can expect that if implemented on a more permanent basis the results generated

would be considered generally more robust. The results generated throughout this

study represent only a small demographic of potential visitors generated over a

relatively short period of time. As a result little can be said about the trends displayed in

the results as they occur in such little abundance that they may not be considered of

any statistical significance.

The success of the experiment may have been somewhat confounded in that use of

the system is limited to those who own a device able to operate it. What was first

considered to be a lack of interest might have merely been a lack of user compatibility.

There may also be a bias in those who are most likely to own a device of this nature.

One way to rectify this would be to provide visitors with task specific QR readers for the

purpose of viewing the content during their visit, though in reality such a solution

represents an investment on the part of the museum. In doing so this might also

challenge the user by introducing an alien device and novel behaviour, thus limiting the

33
popularity of such (Simon, 2009). What is more is that throughout the conducting of the

experiment numerous individuals were encountered who were in possession of a

suitable device but were unaware of this particular function. This could have been

remedied in part by better publicity of the new system coupled with a demonstration of

proper use or a more comprehensive review of the software available. Although users

were prompted to seek out the relevant software before participating, and given some

guidance on how to do so, it was often the case that unfamiliarity on the part of the

owner limited the number of those who were in the end able to participate.

Another limiting factor was that the network on which the wi-fi was hosted only allowed

access to locally stored information, meaning that if a willing participant was to arrive

who was in possession of a capable device but without the suitable software it is

unlikely that they would be able to download and install that software on the premises.

This was a particular disadvantage when trying to include members of the public. The

success of the system relied on the notion that the user would arrive with the relevant

reading software pre-installed. As there was little effort made in terms of public

relations other than a poster at the entrance of the museum it is likely that few

members of the public were able to contribute. It was suggested that the system be

advertised in an upcoming newsletter distributed by the Hunterian museum, though the

next installment of which was not due until after the data collection period for

experiment had ended. Given this and the fact that the experiment was most

successfully advertised among the senior students and staff of the department of

ecology and evolutionary biology it could be said that the results may have been further

confounded by the nature and occupation of the subjects. Any indication given to

preference and navigation may be subject to a preexisting bias based on academic

interest or familiarity with the museum layout and content. For instance one user had

expressed her dismay at the lack of amphibian specimen included in the study. Though

this was not apparent in the results it still represents some threat to the overall

experimental design.

34
Such issues encountered with the poor network coverage available also meant that the

nature of content included in web pages was limited to that which could be stored

locally and with relative ease. It was originally hoped that video and audio content

sourced from websites such as YouTube may be imbedded into pages so as to further

enhance visitor experience. Although on the current network settings this is not

impossible doing so would require downloading the desired material and hosting it on

the local server which could be considered an unnecessary hassle that could be

otherwise mitigated with a more reliable and open network. Although the practical

implications of establishing such a network is clear, doing so in a public venue would

make it is largely open to abuse and may pose other security issues.

Improvements for Further Use

One drawback of introducing this system to a preinstalled museum is that codes and

labels had to be mounted onto existing displays. This often meant placing them of the

surface of glass displays which poses a potential issue in that they are subject to

vandalism and may act to obscure parts of displays from a given perspective. If this

system were to be established on a more permanent basis then further consideration

could be given to the placement of codes by integrating them into the displays

themselves. One limiting factor with this approach is that in order to successfully scan a

code the image must be of a suitable size or distance from the device so to satisfy the

processing software. This means that codes would ideally be placed on the surface of

displays unless they were made to be very large which itself would pose somewhat of

an issue.

The nature of this study meant that only a small fraction of exhibits in the museum were

included. Generating content and mounting codes for each individual exhibit may be

desirable but poses several issues of practicality. Exhibits which are housed in display

cases are often closely associated with one another. Mounting a QR code for each

might act to confuse the visitor and also act to further obscure other parts of the

35
display. Mounting a code as an aside may limit the success to which a visitor relates it

to the relevant display. Another possibility would be to include codes in a physical

menu coupled with the display. Perhaps the most attractive solution to this problem

would be to provide only a single code for a display case which would then relate to a

digital menu in which the user could navigate and select specimen of interest from

within that display. This would allow the same consideration of user navigation and

preference only relating to the contents of each display as opposed to an individual

specimen.

One can imagine that if adapted for use on a more permanent basis these

considerations could be met with ease. The nature of this study allows only for the

system to be implemented in a relatively basic form. That being said other ideas that

were hoped to have been explored could well have been accommodated. One such

idea would be to actively influence user navigation by indicating related exhibits to that

which they are currently viewing in terms of the ecology, geography, or taxonomy of

that exhibit. For instance if the user were to view the porcupine display (Coendu

prehensilis) they could then be made aware of other arboreal animals, animals from

south america, or of any other mammals in the museum. This would then allow

assumptions to be made on how user navigation is influenced and what is about that

animal’s biology that interests the visitor most. An expansion of this idea could be the

identification of returning visitors upon which they are made aware of any changes to

the museum based on their previous interactions. This would allow a form of public

relation that is conducted on a personal level, offering news and information provided

to the visitor that has been tailored specifically to their interests.

As far as enhancing displays for use as an educational tool goes a system such as this

offers a multitude of possibilities based on the level of interactivity it represents. Users

could be set challenges to find and identify exhibits that share a common defining

feature. For instance when viewing the Archaeopteryx (Archaeopteryx lithographica) a

36
visitor could then be asked to identify another specimen in the museum which is

extinct, receiving points for a correct answer and unlocking content such as awards

and trophies as they progress. Features such as this would work to create more

engaging experiences for visitors in the hope that they might retain the information

offered by the museum (vom Lehn, 2006).

Museum 2.0

The concept of Museum 2.0 is based on the same underlying criteria on which Web 2.0

is defined (O’Reilly, 2005). Here a definition is made which acts to differentiate web

hosted content which allows only observation and that which encourages user

participation. These same principles apply when we consider the nature and purpose of

museum displays. Where a traditional museum only allows user participation on the

level of spectator Museum 2.0 would actively involve visitors with the hope of engaging

an interest that has otherwise been neglected. Currently displayed content is restricted

to that which is dictated by curatorial authority. The 2.0 equivalent of this would be to

effectively create circumstances by which users are able to generate their own content

based on their own knowledge and experience. This would in effect directly challenge

the idea that exhibits are unchanging in their content and display. In the most basic

form this may simply mean that visitors are invited to rate or comment on exhibits

based on how much they enjoyed it, serving as a further measure of exhibit popularity

and also as a means by which to engage visitors in a participatory activity. Further

developments of this might include allowing the display of user generated content

including forms of visual media and written text. One obvious risk posed by offering a

service such as this is that if not moderated properly then any user generated content

would be widely open to falsification and other forms of digital vandalism. Conversely

the process of moderating user generated content could be said to defeat the purpose

of offering such a service in the first place. Though this is an understandable dilemma it

is thought that if invited to contribute any form of content most visitors would strive to

37
create something of value based on the knowledge that it would be viewed by others.

This content could then be reviewed by subsequent visitors and so acting as a form of

community driven moderation and further acting as an incentive to generate content

that is of some worth (Simon, 2007b). The success of web content of this nature is

abundantly apparent and so we should hope to see a similar effect if extrapolated to be

applied to museums.

Although the system described in this study does not fit the criteria of the Museum 2.0

it does represent a platform for which a system such as that could be realised. An

interest has been expressed by several members of staff at the university who had

inquired about the system and the possibility of hosting content relating to the history

and significance of the exhibited specimen. It is well known that the University of

Glasgow boasts an active exploration society through which several student lead

expeditions are led every year. It was commented by one participating member of staff

that the pages of specimen could be linked to a series of tagged content relating to

expeditions that are related to the country of origin of the animal displayed in that

exhibit. Take for instance the Giant Anteater (Myrmecophaga tridactyla) exhibit.

Content hosted on this page could relate to user uploaded video and photographs as

well as stories of personal encounters experienced by previous members of an

expedition to Bolivia. This would then effectively act as a means of advertisement for

the society. With regards to specimen history, this represents an entirely new realm of

information relating to that object which transcends any biological interest and

concerns that of a personal history that the object may represent.

Conclusion

Though the potential of implementing a system such as this is clear it can perhaps be

said that it was not fully realised in this case. That being said the possibilities that it

poses and those which are continuing to arise are almost boundless. At present the

38
system represents a tool for monitoring visitor feedback that might otherwise be

considered practically unfeasible. By expanding this to accommodate the concept of

Museum 2.0 it could prove instrumental in establishing more engaging experiences by

promoting visitor participation. Previous efforts to do so were thought to have been

confounded by an unwillingness experienced on the part of the visitor to embrace alien

technology and novel behaviour. The provision and maintenance of these technologies

may also prove costly to the proprietor. By employing the use of user owned

technology we can facilitate a service such as this without the need of such burdens. It

is not so much a hope as an inevitability that as time progresses systems of this nature

and the devices required to use them will become more prevalent in all reaches of our

everyday life. As this happens we can so too expect a similar pattern in the familiarity

of users toward these systems and thus be able to make better use of them. One can

imagine that if the use of QR codes were to be introduced for more practical everyday

purposes people might cease to see them as a novelty and embrace their full potential.

Acknowledgments

I would firstly like to thank my project supervisor Professor Roderic Page for his

guidance and technical expertise. I would also like to thank Maggie Reilly, curator of

zoology at the Hunterian Museum of the University of Glasgow, for her advice and

insight into the various curatorial responsibilities. Finally I wish to my express gratitude

toward those who were willing to take part in this experiment and offer their own

criticisms on the nature and conducting of the study.

39
Bibliography

Baldwin, T., Kuriakose, L.T., “Cheap, Accurate RFID Tracking of Museum Visitors for

Personalised Content Delivery”, The Kubadji Project, http://www.kubadji.org

Bohnert, F., Zuckerman, I., Berkovsky, S., Baldwin, T., Sonenberg, L., “Using Interest

and Transition Models to Predict Visitor Locations in Museums“, Ai Communications,

Vol. 21, No. 2, pp. 195-202, 2008

Bohnert, F., Zukerman,I., Schmidt, D.F. "Using Gaussian Spatial Processes to Model

and Predict Interests in Museum Exhibits", Proceedings of the Seventh Workshop on

Intelligent Techniques for Web Personalization and Recommender Systems, pp. 13-19,

2009

Borggrewe, S., “QR Codes as a Complementing Global Positioning Method for

Location Aware iPhone Apps”, Department of Media, University of Applied Science,

Dusseldorf, 2009

Bryson, B., “A Short History of Nearly Everything”, 2004

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2005, National Museum, Prague

Giles, J., “Barcodes help objects tell their stories”, New Scientist, issue 2756, 14 April

2010, pp. 20

vom Lehn, D., Heath, C., Knoblauch, H., “Configuring Exhibits: The interactional

production of experiences in museums and galleries”, Verbal Art Across Cultures: The

aesthetics and proto-aesthetics of communication, pp. 281-297, 2006

McManus, P.M., “Oh, Yes, They Do: How Museum Visitors Read Labels and Interact

with Exhibit Texts”, Curator: The Museum Journal, Vol. 32, Is. 3, pp. 174-189,

September 1989

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O’reilly, T., “What is Web 2.0: Design Patterns and Business Models for the Next

Generation of Software”, September 2005.

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Museums and the Web, 2009, Toronto: Archives & Museum Informatics

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Websites

bit.ly

www.talesofthings.com

www.mypersonaltour.com

www.iucnredlist.org

www.jquerymobile.com

www.mobile-barcodes.com

qrcode.kaywa.com

www.denso-wave.com

41
Appendix

A copy of the poster that was erected to advertise the project to members of the public

can be viewed as follows:

An example of the visual aids provided for visitors to help relate the codes to their

function can be viewed as follows:

Images courtesy of qrcode.kaywa.com

42
A table of exhibits included and associated categories can be viewed as follows:

Species Taxonomic Display Type Specimen Region of Observed

Group Status Origin Popularity

Aepyornis Bird Open/Groupe Skeleton Extinct 13

d

Archaeoptery Bird Enclosed/Gro Skeleton Extinct 12

x uped

Birgus latro Invertebrate Enclosed/Gro Model Asia 13

uped

Bradypus Mammal Enclosed/Gro Taxidermied South 16

tridactylus uped America

Crocodilus Reptile Open/Groupe Skeleton Australasia 5

porosus d

Coendu Mammal Enclosed/Soli Taxidermied South 3

prehensilis tary America

Delphinus Mammal Open/Groupe Skeleton Marine 10

delphi d

Eretmochelys Reptile Enclosed/Gro Model Marine 10

imbricata uped

Exocoetus Fish Enclosed/Gro Chemical Marine 6

volitans uped

Falco Bird Enclosed/Gro Taxidermied Europe 13

colombarius uped

Litoria Amphibian Enclosed/Gro Living Australasia 6

caerulea uped

Loxodonta Mammal Open/Groupe Skeleton Africa 14

Africana d

Myrmecopha Mammal Enclosed/Soli Taxidermied South 13

ga tridactyla tary America

Nautilus Invertebrate Enclosed/Gro Model Marine 6

pompilus uped

Oryx gazella Mammal Open/Groupe Taxidermied Africa 9

d

Phascolarcto Mammal Enclosed/Gro Taxidermied Australasia 10

s cinereus uped

Python Reptile Enclosed/Soli Living Africa 13

regius tary

Rana Amphibian Enclosed/Gro Skeleton Europe 6

temporaria uped

Rhizostoma Invertebrate Enclosed/Gro Chemical Marine 8

pulmo uped

43
Sphenodon Reptile Enclosed/Gro Skeleton Australasia 11
punctatum uped

Sphyrna Fish Enclosed/Gro Chemical Marine 11

zygaena uped

Tarsius Mammal Enclosed/Gro Taxidermied Asia 11

tarsier uped

Tridacna Invertebrate Open/Solitary Skeleton Marine 6

gigas

Trichoglossu Bird Enclosed/Gro Taxidermied Australasia 9

s uped
haematodus

A table of abbreviations as they appear on the annotated floor-plan can be viewed as

follows:

Abv. Latin name Abv. Latin name

Ae Aepyornis A.l Archaeopteryx lithographica

B.l Birgus latro B.t Bradypus tridactylus

C.p Crocodilus porosus C.pr Coendu prehensilis

D.d Delphinus delphis E.i Eretmochelys imbricata

E.v Exocoetus volitans F.c Falco colombarius

L.a Loxodonta africana L.c Litoria carulea

M.t Myrmecophaga tridactyla N.p Nautilus pompilus

O.g Oryx gazella P.c Phascolarctos cinereus

P.r Pythos regius R.t Rana temporaria

R.p Rhizostoma pulmo S.p Sphenodon punctatum

S.z Sphyrna zygaena T.g Tridacna gigas

T.h Trichoglossus haematodus T.t Tarsier tarsius

44