Evaluation Report 2012
Acknowledgements
With thanks to evaluation team Theresa Sadler, Georgina Keeler, Cassandra Murray, Jake South and Big Nature Day volunteers for data collection. Report by Grace Kimble.
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Contents
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1. Summary
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2. Aims
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3. Context
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4. Methodology
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5. Results
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Objectives
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Visitor Profile
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6. Conclusions
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7. Recommendations
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8. Appendices A: Map and programme B: Facilitated questionnaire
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1. Summary Big Nature Day took place in May 2012 at the Natural History Museum in London. Planning built on learning from the previous year’s event. A new focus for 2012 was inviting nature groups to showcase their projects. In addition, a cub Naturalist badge was launched. Big Nature Day exceeded objectives in terms of visitor numbers (approx. 5100 compared to 4000 target), and met objectives for visitor groups and nature societies as detailed in this report. Activities were well received by visitors and the event was rated on average 9.4 out of 10. The majority of visitors were first time attendees, testament to increased marketing compared to last year. Visitors commented on both cognitive and attitudinal gains. Broadly grouping responses to an open ended question showed two main areas that were surprising to visitors; (1) scientific species information and (2) the number of societies with enthusiastic staff. The event increased awareness of the wildlife garden at NHM. Areas for development include practical, programming and strategic considerations. On a practical level, air conditioning and recycling are recommended for future events. From a programming point of view, the activities that were most popular involved kinaesthetic learning; using microscopes, pond dipping, and creative activities. There is clear potential to continue to develop the Darwin Centre Courtyard as a performance space. From a strategic point of view, this report provides evidence to inform the target audience for programming. There were two clusters of informal audiences; engaged groups with older children, who had the express intention of attending BND arrived early in the morning, and general family groups, many with children under 7, who followed signage and arrived in the afternoon. A tension between enthusiasts and groups of children exists since they cannot all access rare resources (specimens or equipment) at the same time, therefore ‘zoning’ by differentiating activities for separate audiences in different spaces and times is recommended.
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2. Aims The focus of this evaluation is to gather evidence about the extent to which Big Nature Day 2012 met objectives: 3.1.1 To inspire people and give them confidence to find out more about their local biodiversity, for example by taking part in a survey or joining a natural history group. 3.1.2 To provide a fun and engaging environment for all the family to find out more about biodiversity and natural history societies in the UK 3.1.3 Launch the Cub Scouts Naturalist Badge Activity Pack that is being sponsored by the NHM, National Trust and Wildlife Trusts 3.1.4 To provide a range of activities, along with the societies, that are aimed at engaging the public and furthering the biodiversity message 3.1.5 To bring together the broadest and possibly the largest ever selection f natural history groups to one event that is free to the public 3.1.6 Provide a networking opportunity for the UK naturalist community 3.1.7 Reinforce the Museum’s aspiration to be a global leader in promoting biodiversity issues to the public in recognition of the MOU with the CBD and to demonstrate our commitment to the UN Decade on Biodiversity 3.1.8 Reinforce the standing of the Angela Marmont Centre for UK biodiversity in particular and its aim of becoming the hub/focal point for UK naturalists In addition, information about visitor profile and response to the event will be presented for future programming. Areas for future research will be raised in the conclusion section.
3. Context Big Nature Day took place on May 27th 2012 at the Natural History Museum in South Kensington, London. This event has followed annually from the International Year of Biodiversity (2010) and has had a change of focus in 2012, to increase the opportunities for showcasing natural history societies to the public, and for developing networks within natural history societies. See appendix A for map and programme describing the range of activities and stands that were offered in the Darwin Centre courtyard and surrounding lawns and wildlife garden.
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4. Methodology This summative evaluation aims to address the extent to which Big Nature Day met objectives, to describe visitor profile, and to provide information about marketing approaches. In order to do this, three methods were used; (I) facilitated questionnaires (see appendix B), (II) postcard evaluation, and (III) an activity about attitudes to nature called ‘Views Vine’ – see images below. Visitor number data was assessed using a series of 15 minute counts every hour, extrapolating values to give approximate figures per hour. Facilitated questionnaires aimed to gather quantitative data about visitor profile, and to explore objectives using qualitative data. Four evaluators interviewed attendees at different sites, using collaboratively agreed questions on surveys, throughout the day (appendix B). Postcard evaluation (II) aimed to gather information about practical improvements to BND; 5l volunteers assisted with the explanation and distribution of postcards. Visitors were asked to draw their favourite part of the day on the front. On the reverse they were asked to write their highlights, and for improvement suggestions. In the address section, they were asked to write the size of their group, the numbers of adults/children in their group, and their approximate postcode. Visitors were asked to hand back their postcards at a birdhouse postbox (shown left on the image below) on the evaluation stand, in return for a wildlife photography postcard. Instructions were explained, but visitors completed this task in their own time, independently. The Views Vine (III) was a display forum for a phrase or drawing about what nature means to each visitor, aiming to allow understanding of preconceptions about nature. Visitors were given coloured leaves to write or draw on, as shown below. This open ended task aimed to explore attitudes to nature.
Evaluator Theresa Sadler and the Views Vine stand. The postbox on the left hand side was for completed postcard evaluation.
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5. Results Results will be presented against intended objectives, followed by visitor profile information. Objective 3.1.1 To inspire people and give them confidence to find out more about their local biodiversity, for example by taking part in a survey or joining a natural history group. The following question was asked as part of a facilitated questionnaire. 8. Has Big Nature Day inspired you to do any of the following: • Join a nature group (or another nature group if already a member)? • Take part in surveys or explore your local wildlife? • Do something to encourage wildlife into your garden? • Come back to the Museum for a similar event?
Visitor future activity stated during facilitated questionnaires. N = 78 groups
Of 78 respondents, 82% would come back to the Museum for a similar event, 64% would do something to encourage wildlife into your garden, 535 would take part in surveys or explore your local wildlife and 32% would join a nature group (or another nature group if already a member). A barrier to encouraging wildlife was the lack of a garden, which was mentioned several times. Therefore it would be recommended that techniques to encourage wildlife using window boxes or hanging baskets are also demonstrated. Awareness of OPAL surveys was high amongst stall holders already, and they were most likely to agree to future surveying. Three groups of respondents had joined the RSPB on Big Nature Day, by the time they were interviewed.
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3.1.2 To provide a fun and engaging environment for all the family to find out more about biodiversity and natural history societies in the UK A facilitated questionnaire question prvides evidence about positive attitudes towards Big Nature Day (BND): Please rate Big Nature Day out of 10 to indicate how likely you would be to recommend this event to friends and family? Average 9.4 Improvements which were cited as improving this score were air conditioning, increased signage and having more catering options. The questionnaire asked if there were any aspects that were enjoyable, likewise visitors submitted comments about enjoyment on postcards. The following wordle shows word size relative to the frequency which they were cited.
Wordle to show the enjoyable aspects of Big Nature Day. Data from 78 questionnaires and 43 postcards representing a total of 396 responses.
A cub leader with seven young people commented on a postcard (method II): “A good day out for the Cubs to learn, enjoy and have fun plus gain the Naturalist badge for which we are grateful. All staff lovely, polite and helpful. Such a pleasure to be here” A family with 2 adults and two children commented: “Meeting a variety of different organisations and learning about wildlife. Kids getting some practical knowledge and having fun in a lovely place.”
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3.1.3 To launch the Cub Scouts Naturalist Badge Activity Pack that is being sponsored by the NHM, National Trust and Wildlife Trusts The cub scout naturalist badge was launched successfully. Research with cub scouts was not a specific focus of this methodology, however it is a wider objective of Big Nature Day. Some cub scout groups were included through random sampling of participants. Like family groups, the practical activities were the most popular. For example: “Everything was great but the cubs seemed to like the Pond dipping and bug hunting the best�.
3.1.4 To provide a range of activities, along with the societies, that are aimed at engaging the public and furthering the biodiversity message This year, performance and creative activities were provided. They proved popular, as shown by the favourite activities drawn on the front of postcards. For example, this drawing is of a Bug Band that lead processions through the museum, with instruments, on stilts. By observation, this appeared to draw visitors in the main museum through to the Darwin Centre Courtyard.
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Figure 2 shows a number of activities were mentioned as enjoyable for visitors. In addition, the following facilitated question provides evidence:
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Figure 3: Responses to facilitated question ‘Did you discover anything today that surprised you?’
Impression of NHM staff and facilities “Nicely surprised how open the museum is to bringing younger children in. Fresh energy- no longer dusty and stale” “Accessibility of museum” “Garden- never seen it before. Surprising how quiet and private it seems” (common theme) Authenticity “Compared to TV, seeing bugs real size makes it so much more interesting on TV after seeing the thing in real life” “We found a newt and it was amazing” “Yes, I touched a meteorite stone for the first time, it was something really” 11
Views of nature organisations “Stuff available around London e.g. Wetland centre, probably visit” “There are a lot of people and organisations taking care of bugs” “Surprised at the size, loads of stalls” “All the different societies- didn’t know a lot of them existed!” (common theme) “Didn’t realise there were so many people passionate about NH” “Wasps, bees, mushrooms. Surprised how well explained”.
Facts about species “Loads of types of bees, 250+. All flies have two wings, 4= bee or wasp” “Not many stag beetles in London” “46 species of lady bug in the UK” “Bombadier beetle squirts out fiery red poison” “That birds migrate and that Swallows sleep only half their mind at a time” “Plant sorting, hero villain, ones we thought were good were bad” “Difference between wasps and hover flies”- a teacher frightened of wasps who would like info to share with her class about wasp stings “woodlice have 14 legs” “More organisms in a spoonful of soil as people on the planet.”
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Skills “How to siphon beetles into a bowl” Grouping responses shows that visitors were surprised by: • • • • • •
Scientific facts about wasps, bees, worms, woodlice Handling specimens and living things Identification and collecting skills Range of societies Enthusiasm of staff Existence of wildlife garden
It is clear that stall holders who commented (those who were there for 6 hours) did not get a chance to explore other stalls. Therefore, this report recommends that stall holders are encouraged to maximise opportunities for networking with other organisations by bringing extra staff to ensure that there is time for exploring other stalls, or by having NHM volunteers cover break times in a rota. The second option would also allow NHM volunteers to develop links with external organisations.
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3.1.6 Provide a networking opportunity for the UK naturalist community Stall holders were also surveyed about what they enjoyed, and there were positive comments about networking: “Meeting other participants” “Talking to people who have been really interested in our stand” As above, it seems that stall holders got excellent chances to speak to the public. However, they would benefit from more dedicated time to speak with people in other organisations. 3.1.7 Reinforce the Museum’s aspiration to be a global leader in promoting biodiversity issues to the public in recognition of the MOU with the CBD and to demonstrate our commitment to the UN Decade on Biodiversity The wordle below demonstrates a different way of illustrating visitor responses about aspects that surprised them, as in the previous section. Word size is related to the frequency of occurrence. It is clear that stalls presented information about species, and facilitated visitors in developing skills of identification. However, it seems that there is potential for overarching biodiversity issues, which have examples of a number of stands, to be made more apparent. For example, the themes ‘life cycles’ or ‘invasive species’ could make connections or narratives between organisations and encourage learning through generalisation of specific examples.
Figure 4: responses to ‘what did you discover today that surprised you?’
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A key source of information about concept development around nature arises from method (III), the View Vine. Clustering responses reveals trends in visitor concepts about what nature means to them.
Initially, young children tended to respond with an image of their favourite animal, which could be a pet or an animal, extinct or extant, which is not necessarily a UK native species: .
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Alternatively, elements of ecosystems were drawn with the likelihood of being placed logically in relation to each other increasing with age, although further research would be necessary to fully investigate this hypothesis.
Common elements were the sun, trees, bees, butterflies and ladybirds. People were rarely shown, which corresponds with literature in the field suggesting that the view of humans as part of nature could be emphasised in schools.
Only one young person saw nature as an active process of learning. Adults covered topics such as evolution, the beauty of nature, and religion. A common idea was that nature was ‘everything’. There were two mentions of water, therefore revealing a view of nature that includes ecosystem services.
Method (III) raises questions; most importantly, how does NHM define Nature?
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There is an assumption amongst visitors that it is UK wildlife and plants. Social factors are less likely to be associated; does NHM wish this view to change in future? It would be enlightening to repeat this activity at related events, for example the Bristol Festival of Nature, or to compare the responses of visitors in different regions to better understand the viewpoints of different cultures or impact of different curricula.
3.1.8 Reinforce the standing of the Angela Marmont Centre for UK biodiversity in particular and it’s aim of becoming the hub/focal point for UK naturalists Of respondents who commented on the Angela Marmot Centre, 56% were aware of it. These tended to be stallholders. However, this is only 25% of overall respondents therefore there is potential for the Angela Marmot centre to be made more high profile.
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3.2 Visitor profile Approx. total number of visitors: 5190
Method: exit/entrance counts, 15 mins per hour, every hour. Insect Carnival not included. Contacts per stand: Small stand: 28 Large stand: 48. As defined by the observer, small stands: 34 Large stands: 9 Method: Count based on 15 mins observation at 1315 and 1330. Average (entrance/exit) 270 390 670 424 618 208
Small min 383 554 952 602 878 295 3664
15 Total Small hour 1534 2215 3808 2408 3510 1181 14657
Large min 173 250 432 271 396 133 1654
15 Total hour 691 998 1728 1085 1582 532 6618
Ratio entance/exit hour: total small stands 15 mins: 1: 1.42 Ratio entance/exit hour: total large stands hour 1:0.64 Total contacts estimate: 21274 This is consistent with attendees visiting 4/5 stands.
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Large
3.2.1 Group size
Postcard data representing 112 people shows the average group size to be 4 people. This can be further investigated using detailed audience information from facilitated questionnaires:
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3.2.2 Awareness of BND 55% of visitors knew about Big Nature Day before visiting the museum.
The article that was mentioned the most was in Time Out. The websites that were cited were Jubilee events and Visit London. The other category included Amateur Entomology Society news, partner organisation information sent in advance, AMC advertisement, email, and posters on railings.
3.2.3 Postcode The following map shows postcode data from those who supplied it on postcards (II). Red pins show family groups. Green pins show adult groups. This report recommends investigating the reasons for these clusters next year, as data was not gathered about mode of transport which may explain some of the patterns observed. An alternative suggestion is that marketing preferentially reached the North West and South East. The visitors who came further distances were already aware of Big Nature Day and made specific journeys to attend.
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3.2.4 Engagement with natural spaces The map shows the following natural space areas that were mentioned in response to the question: Is there a natural place that you frequently visit?
This information is based on qualitative surveys, method 1, therefore the cross section of visitors is different to those who responded to postcard evaluation. Logos of bodies responsible for the governance of these natural spaces are shown, to demonstrate the role of local councils and London Borough authorities in maintaining natural spaces that people develop affinity for. This question reveals a dichotomy in visitors; whilst 66 responses were given out of 78 questionnaires, frequently visitors had two or three places they enjoyed repeatedly visiting. Around 20% of the 78 groups who responded to questionnaires did not have places that they frequently liked to visit. Future research could investigate why this is the case. Addressing barriers to engagement with natural spaces may be critical in transforming attitudes to nature and natural resources in future. The following figure shows groups of natural spaces cited by visitors; caution should be taken when interpreting this figure owing to the relatively small sample size; n =66.
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6. Conclusions 3.1.1 To inspire people and give them confidence to find out more about their local biodiversity, for example by taking part in a survey or joining a natural history group. Of 78 respondents, 82% would come back to the Museum for a similar event, 64% would do something to encourage wildlife into your garden, 535 would take part in surveys or explore your local wildlife and 32% would join a nature group (or another nature group if already a member). 3.1.2 To provide a fun and engaging environment for all the family to find out more about biodiversity and natural history societies in the UK The event was rated 9.4 /10 on average as an event to recommend to friends. Creative, performance and kinaesthetic activities were cited as being most enjoyable, for example pond dipping and using microscopes. 3.1.3 Launch the Cub Scouts Naturalist Badge Activity Pack that is being sponsored by the NHM, National Trust and Wildlife Trusts This Cub Scout badge was launched and cubs who attended had positive experiences. 3.1.4 To provide a range of activities, along with the societies, that are aimed at engaging the public and furthering the biodiversity message 5200 visitors attended the event and took part in activities, a higher number than the target of 4000. Most visited 4 or 5 stalls, resulting in approx. 21 000 contacts in terms of Key Performance Indicators. When asked what they found surprising, responses could be grouped in different types of biodiversity message. Visitors who were highly engaged and attended early in the day tended to comment on facts about species. As the day progressed, visitors who were less engaged with nature commented on finding out about the number of societies and enthusiastic people who worked in nature organisations. 3.1.5 To bring together the broadest and possibly the largest ever selection of natural history groups to one event that is free to the public A wide range of stands and activities were on offer to the public, and the event had a festival atmosphere, similar to the Bristol Festival of Nature. With further development, this event could host the largest selection of natural history groups.
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3.1.6 Provide a networking opportunity for the UK naturalist community The event provided opportunities for naturalists to network. This tended to be with organisations whose stalls were situated close by. 3.1.7 Reinforce the Museum’s aspiration to be a global leader in promoting biodiversity issues to the public in recognition of the MOU with the CBD and to demonstrate our commitment to the UN Decade on Biodiversity Messages about the museum as a site for learning about nature were conveyed as part of Big Nature Day; when asked what surprised visitors responses included changes in perceptions of the NHM. The museum was seen to be accessible, with enthusiastic staff. Visitors were impressed that activities for young children were offered, and they found out that the wildlife garden existed. Evaluation using the Views Vine could contribute to the field of research about biodiversity communication; this report has shown some evidence for progression in terms of concepts around nature. These could usefully be compared with other sample groups and correlated with current strategic aims for biodiversity communications to identify useful future programming. Evaluation of visitor’s links with natural sites shows that 80 per cent of Big Nature Day visitors regularly visited an outdoor space. Further research could compare results with other sample groups and investigate ways to reach the public who are not engaged with nature and do not frequently visit natural sites. 3.1.8 Reinforce the standing of the Angela Marmont Centre for UK biodiversity in particular and its aim of becoming the hub/focal point for UK naturalists Approximately a quarter of visitors were aware of the Angela Marmot Centre and what it could provide. Awareness increased throughout the day.
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7. Recommendations 3.1.1 To inspire people and give them confidence to find out more about their local biodiversity, for example by taking part in a survey or joining a natural history group. Not having a garden was seen by visitors as a barrier to carrying out follow on activities related to biodiversity. This needs to be communicated to natural history organisations who take part in future, so that there are demonstrations of ways that biodiversity can be encouraged in urban environments. 3.1.2 To provide a fun and engaging environment for all the family to find out more about biodiversity and natural history societies in the UK Visitors reported enjoying activities that allowed them to participate personally. However, these activities were not necessarily mentioned as being surprising or conveying new information. Future activity planning should recognise and allow for the fact that visitors enjoy repeating activities that they may not have done for a long time. 3.1.3 Launch the Cub Scouts Naturalist Badge Activity Pack that is being sponsored by the NHM, National Trust and Wildlife Trusts Future evaluation should assess the impact of the Cub Scout Naturalist badge. 3.1.4 To provide a range of activities, along with the societies, that are aimed at engaging the public and furthering the biodiversity message Creative programming and performance were strengths in the range of programming in 2012, and should be repeated. 3.1.5 To bring together the broadest and possibly the largest ever selection of natural history groups to one event that is free to the public Liaison with the Bristol Festival of Nature in planning events could provide synergy and develop the number of organisations at both Big Nature Day in May and the Bristol Festival of Nature in June. Postcode data shows that the Natural History Museum visitors are largely not from the south west, therefore the events would be complementary rather than in competition. 3.1.6 Provide a networking opportunity for the UK naturalist community Dedicated time needs to be allowed for UK naturalist society staff to network. In addition, organisations should be asked to bring extra people if they wish to maximise the opportunity to learn from other organisations’ activities.
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3.1.7 Reinforce the Museum’s aspiration to be a global leader in promoting biodiversity issues to the public in recognition of the MOU with the CBD and to demonstrate our commitment to the UN Decade on Biodiversity There is potential to disseminate research from Big Nature Day, and to actively raise NHMs profile in the field of contributing to biodiversity communication. There is potential for future research about visitors’ links with natural spaces, as a means to understanding how the public engage with nature. This would have implications for the organisations that govern outdoor spaces. 3.1.8 Reinforce the standing of the Angela Marmont Centre for UK biodiversity in particular and its aim of becoming the hub/focal point for UK naturalists Awareness of the Angela Marmot centre is increasing and will continue to do so but only if there is marketing support.
3.2 Visitor Profile Weather is clearly a key factor, and air conditioning or cover needs to be provided for. Visitors expect to recycle. Programming should address the needs of experts early in the day. Creative activities for non-expert groups with children should take place in the late morning and after lunch. These groups tend to bring their own catering. Activities for independent adults can be scheduled for late afternoon, together with increased sophisticated catering options. These sections in programming should be made clear in advertising well in advance, and around the museum on the day, in order to consistently exceed visitor expectations.
These recommendations will increase the success of Big Nature Day in future years in terms of continuing to increase public awareness of biodiversity and raising the profile of the Natural History Museum as a site for public communication about natural science.
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Appendix A: Programme
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Appendix B: Biodiversity Day May 27th 2012 – Interview questions
Name of observer Time at start Time at end Position Time at end of interview Number of people in group __________ How long has gp been at BND? ____ Ages (how many of each?) ___0-5 ____5-7___7-11 ____11-14 ___14- 16 ____16–17 ____18–24 ____25–34 ____35–44 ____45–59 ____60+ Gender (how many of each?): ____M ____F How many times have they been to BND? € 1 visit €2 visit €other _____________________________________________________________________________ 1. a. Did you know BND was taking place before you arrived here? YES/NO 1. b. If yes, How did find out about it? € Advertising € listings € article (where?)……………………………………………………………….. € museum website € museum facebook /twitter € website…………………………………… € work of mouth € other st
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2. Which part(s) of Big Nature Day have you enjoyed most?
(prompt: talking to scientists and nature experts, seeing wildlife/specimens, making something, watching puppet show or Nature Live, insect carnival parade)
3. Did you discover anything today that surprised you? Please describe
4. Did you try any new skills or practice an existing skill?
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5. a. Are you a member of a nature group?
5. b If yes, which one?
YES/NO (If no go to q 8)
YES/NO b. Do you know what it is or why you would go there? 6. a Have you heard of the AMC?
7.a. Have you been involved with OPAL? YES/NO 7. b. Which resources have you used?
8. Has Big Nature Day inspired you to do any of the following: € Join a nature group (or another nature group if already a member)? € Take part in surveys or explore your local wildlife? € Do something to encourage wildlife into your garden? € Come back to the Museum for a similar event? € A.
Is there a natural place near you that you visit frequently?
9. On a scale of 1-10 where 10 is extremely likely and 0 is not at all likely, how likely are you to recommend Big Nature Day to your friends and family?
10. How could we improve Big Nature Day?
Thank you very much for your time. Please take this sticker so that my colleagues know ‘not to ask you for an interview again. We hope you enjoy your day at NHM. 30