Elenya was commissioned by the Royal Armouries to conduct formative qualitative research exploring audience responses to an early exhibition concept focused a specific historical theme. At the time of research, the exhibition was still in development, with no fixed interpretation, object selection or finalised narrative structure – though the team provided us with an overview.
The purpose of the project was to provide early stage audience insight to inform curatorial and strategic decision making. The Royal Armouries wanted to understand how audiences responded to the overall concept, what aspects generated interest or curiosity, and how the subject matter could be framed in a way that was engaging, appropriate and accessible.
This was a front end research project designed to shape thinking before key decisions were finalised and to inform a ‘go or no go’ decision on further development. The aim was to ensure that audience perspectives were embedded from the outset, helping to create an exhibition that connected meaningfully with its intended visitors.
Our Role
Elenya delivered the project end to end, working closely with the Royal Armouries to ensure the research aligned with internal planning timelines and priorities. This included:
- Designing a qualitative research framework focused on concept exploration
- Developing a tailored discussion guide to support open and exploratory conversation
- Recruiting participants across four focus groups representing the Royal Armouries’ target audience segments
- Stimuli development
- Managing all participant logistics and communications
- Moderating and facilitating all focus group sessions
- Analysing qualitative data and identifying key themes and implications
- Producing a detailed PowerPoint report structured to support internal decision making
- Presenting findings to stakeholders across marketing, audience and curatorial teams
The research was designed to balance open exploration with practical relevance, ensuring findings could inform real decisions.
Context and Aims
At this early stage, the Royal Armouries were exploring how a complex and historically significant theme might be developed into a future exhibition. Before committing to specific approaches, the organisation wanted to understand how audiences interpreted the concept and what would make it compelling.
The research was designed to explore several core questions:
- How do audiences respond to the overall exhibition concept?
- Which aspects generate strongest interest or curiosity?
- What expectations do audiences bring to an exhibition of this kind?
- What emotional or intellectual responses does the concept provoke?
- How should the exhibition be framed to ensure clarity, relevance and accessibility?
The aim was to build a grounded understanding of audience perspectives to inform early curatorial and interpretive decisions.
Who We Spoke To
We conducted four focus groups, each representing one of the Royal Armouries’ core audience segments. This segmentation allowed us to explore how responses differed between groups with different motivations, interests and relationships to museums.
By hearing from distinct audience types, the Royal Armouries were able to understand both shared responses and segment specific perspectives. This provided a stronger foundation for strategic planning.
What We Explored
Each focus group followed a structured discussion format lasting approximately 60 minutes. Sessions began with broad conversations about participants’ museum visiting habits, interests and motivations.
We then introduced the early exhibition concept and invited participants to share their reactions. Discussions explored first impressions, perceived relevance, emotional responses and expectations.
Participants were encouraged to reflect on what they would want from an exhibition exploring this theme, what would make it engaging, and what might discourage them from visiting. This helped identify both opportunities and potential challenges at an early stage.
The discussions also explored tone, interpretation and storytelling, helping to understand how the subject matter could be presented in a way that felt meaningful and appropriate.
Key Insights
Several important themes emerged from the research:
Concept strength depends on clear framing
Participants responded most positively when they could quickly understand the relevance and focus of the exhibition. Clear framing helped create stronger engagement.
Audience curiosity can be activated through storytelling
Narrative, human centred approaches were seen as particularly effective in making the subject feel accessible and engaging.
Tone and interpretation are critical
Participants highlighted the importance of thoughtful interpretation, particularly when dealing with complex or sensitive subject matter (which this was).
Early audience insight supports stronger development
Exploring audience perspectives at this stage helped identify opportunities, refine direction and avoid potential pitfalls before major decisions were finalised.
Influence and Outcomes
The research provided valuable early direction that helped inform ongoing exhibition development. Findings supported internal discussion, helped refine interpretive approaches, and ensured that audience perspectives were considered alongside curatorial priorities.
By embedding audience insight early in the process, the Royal Armouries were able to move forward with greater confidence and clarity.
Client testimonial
“Elliot provided both quality of insight and efficiency during a tight project timeline which has enabled us to move forward with our planning for key future exhibition plans with confidence. We are extremely happy with both the quality, level of insight and attention to detail that working with Elliot has afforded us.”