Havering Museum Audience Development & Access Plan Appendix III: Qualitative Research
Matthews Millman Ltd with Cassie Herschel-Shorland NRAC consultant
Contents
Page
1 Introduction 1
2 Leisure Profile 5
3 Local & Family History 7
4 History in Havering 9
5 Havering Museum: Location & Building 14
6 Havering Museum: Themes & Stories 16
7 Havering Museum: Pricing & Opening Hours 21
8 Havering Museum: People & Promotion 23
Annex: Respondent Profile
Havering Museums Access & Audience Development Plans Appendix III: Qualitative Research
1 INTRODUCTION
Matthews Millman and Cassie Herschel-Shorland have been commissioned by the London Borough of Havering and Havering Museum Ltd to develop an Audience Development and Access Plan to support a bid to the Heritage Lottery Fund for a new Museum in Romford.
1.1 Business Objectives
The business objectives of the project are as follows:
Provide robust, objective evidence upon which the Audience Development and Access Plans are based Provide realistic and achievable targets to inform the wider business planning process Develop strategies that are both easily understood and have practical application in the shorter as well as longer term Ensure that all recommendations are fully compliant with HLF requirements Ensure that all research and consultation is conducted to the highest professional standards in compliance with the code of conduct of the Market Research Society Establish an inclusive approach that embraces the full range of potential markets and partners for the new Museum Provide a strong legacy of research and consultation tools, as well as a network of contacts, that can easily be used during the development of the new Museum
1.2 Research Objectives
1.2.1 Audience Development Plan
The objectives of the Audience Development Plan are:
Provide a detailed analysis of Social, Technological, Economic and Political context within which the new Museum will operate (STEP analysis) Identify comparators and competitors Develop an analysis of Strengths and Weaknesses of the operating context, and Opportunities for and Threats to the project (SWOT analysis) Identify core geographic catchment and options for market development Evaluate attractions of and barriers to visiting the Museum Identify means of capitalising upon these attractions and overcoming barriers Provide recommendations on Product: including core and special education programmes, onsite and offsite activities, considerations for location and built environment
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Provide recommendations on Price: a pricing strategy that meets access and income requirements Provide recommendations on People: realistic visitors targets, together with core, developmental and experimental market segments Provide recommendations on Promotion: an appropriate deployment of individual elements of the promotional mix Identify appropriate levels of resource (human, financial, capital) to deliver the ADP Provide recommendations on monitoring and evaluation of the ADP
1.2.2 Access Plan
The nine objectives of the Access Plan are as follows:
Set out strategies and actions for access to an inclusive museum service Outline an informed approach to meeting legal duties Set best practice standards for access and inclusive design Identify potential barriers to access that may be physical, sensory or intellectual Consider potential social, cultural and financial barriers to access Provide recommendations to remove, reduce or avoid potential barriers to access that may be physical, sensory or intellectual Set up consultation with local disabled people Provide a tool by which the Museum can establish responsibilities for reasonable actions, plan timescales and indicate resource implications Provide measures to monitor outcomes of the Access Plan
1.3 Methodology
The methodology used for the preparation of the Audience Development Plan comprised:
Desk research Structured face to face interviews with the general public at population points throughout the London Borough of Havering Postal survey to the Friends of Havering Museum An online survey hosted on a Romford local history website Depth telephone interviews with Museum Board members Depth telephone interview with representative from Local Education Authority Qualitative research comprising 2 focus groups – one with Museum attenders and one with non-attenders in the area
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1.4 Samples
The total samples for the primary research are:
Methodology Total Sample Face to Face Survey 102 interviews in the following locations: Romford: 25 Rainham: 25 Harold Hill: 25 Hornchurch: 27 Postal Survey 29 (a 54% response rate) Online Survey 24 (hosted on local history website) Depth telephone interviews with Board 10 members Depth telephone interview with L.E.A 1 Focus group discussions with museum 2 groups x 9 people in each attenders and non attenders
1.5 Focus Group Recruitment Criteria
Recruitment criteria for the two focus groups were as follows:
Group One: comprised people who had been to museums/galleries/heritage organisations anywhere at least twice in the previous year
Group Two: comprised people who had not been to museums/galleries/heritage organisations anywhere in the previous three years
Both focus groups aimed to comprise:
residents of the London Borough of Havering mix of gender, ethnic origin, social grade geographic spread within the Borough
The following were excluded from the groups: journalists, politicians, employees of the London Borough of Havering, professional museum/arts administrators and employees, Friends of the Havering Museum.
1.6 Reporting Outputs
The documents produced as a result of this process are:
Audience Development Plan Appendix 1: Market Appraisal Appendix 2: Quantitative research Appendix 3: Qualitative research (this document)
Access Plan Access Audit
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1.7 Reporting Notes
The names of respondents remain confidential and quotations are not therefore attributed to individuals. However, quotations are attributed by research group as follows:
Group 1: Museum Attenders (MA) Group 2: Non Attenders (NA)
All quotations used are the opinions of respondents who participated in the research programme and do not in any way represent the views of Matthews Millman Limited.
Within quotations the following punctuation marks may be used:
( ) Words within brackets are inserted by the moderator in order to provide essential points of reference or grammar;
... Three dots are inserted within quotations in order to indicate parts of a phrase or sentence not reproduced in full;
- A single dash is used to indicate a pause within the structure of an individual comment;
___ Underlining is used to indicate stress; and,
// Two parallel dashes are used when consecutive comments are reproduced.
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2 LEISURE PROFILE
This section of the report provides information upon the frames of reference within which respondents are making their judgments about the new Museum for Havering.
2.1 Museum Attenders
The Museum Attenders interviewed for this research enjoy a range of leisure activities, including going to the cinema, fishing, keeping fit, gardening, shopping, socialising and walking. It is clear from their comments that respondents enjoy visiting central London to see a range of sites:
“Right the way through, all the bridges, Westminster, right through to the Eye” (MA);
“Just mainly go and see relatives, we’ve been to the Tower of London” (MA);
“I’ve been to the Dungeons”// “That river walk”// “Jack the Ripper walk” (MA).
The museums and historic sites mentioned in this group are:
Carlings Museum (sic) in the Walworth Road Imperial War Museum (the IWM) London Transport Museum (the LTM) Museum of Childhood, Bethnal Green Natural History Museum (the NHM) The Ragged School Museum Windsor Castle Tower of London
It is clear that respondents make good use of the national museums in the capital, and visit several times a year. Their principal motivations are to entertain their children and/or relatives, and the Museum of Childhood in Bethnal Green is a particular highlight:
“Bethnal Green - It’s all been refurbished”// “Oh, it’s fun” (MA).
2.2 Non Attenders
Respondents in the Non Attenders group enjoy a mix of leisure activities, ranging from horse riding to football, playing bingo to watching films in the cinema or at home, and shopping to visiting parks. Shopping appears to play a particularly important part for several respondents in this group, not just for necessities but also as a social and/or family activity.
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Comments that represent the mix of interests in this group are as follows:
“Watch football, I don’t play football, but I like to watch football, I’m interested in football. Always shopping, shopping at the weekends, three kids to look after, always got to get something or do something” (NA);
“I like bingo when I get the chance to do it, power walking, I do that, go over the parks a lot with the baby” (NA);
“Sundays I go to church and visit friends and family” (NA).
Although the people in this group had not been to a museum or heritage site for some time, they are familiar with some of the major attractions in central London. They mention:
Buckingham Palace London Eye Museum of London NHM Tower of London
Respondents with children visit during holidays and half terms in order to entertain children and be part of a family outing:
“Sightseeing in London, I’ve taken my little boy there three times: Buckingham Palace, Trafalgar Square, the London Eye, things like that” (NA);
“Sightseeing in London, I used to go a lot with my aunt and yeah, the London Dungeons, things like that” (NA).
Those without children have not visited a museum or a heritage site since they themselves were young:
“The Natural History Museum is the last museum I went to, but that was with the school” (NA);
“Well, I did them all at school, they used to do a lot more than what they do now, I think” (NA).
There are also mentions of local museums, namely the Geoffrey Museum and Hackney Museum. Museums and heritage sites further afield are Duxford, Edinburgh Castle, and the Maritime Museum Lowestoft (sic).
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3 LOCAL & FAMILY HISTORY
In order to provide further contextual information, this section describes respondents’ awareness of and engagement in local and family history.
3.1 Local History
3.1.1 Museum Attenders
Museum Attenders display strong levels of interest in historical events and objects, and particularly in social history. One person refers to the history of Dulwich, from where she had recently moved, and there is a strong affinity among all respondents with the history of the East End:
“The old East End”// “I love reading books from the East End, because you can relate”// “There’s so much in it, even the streets, the people, names”// “Brick Lane is very interesting”// “Petticoat Lane, Cheshire Street”// “Yes, I went to, you know old time music hall … it was really really good and that was in the old” (MA).
They are particularly enthusiastic about the mix of nationalities in the East End, and the stories of how those different people came to be there:
“They have the Indian Festival there, it’s brilliant”// “It’s really interesting”// “… because there are things you don’t think you would ever get to see. You think, wow, this is this” (MA).
Respondents spontaneously refer to the histories of companies such as J Sainsbury or of local markets and the docks, as items of interest:
“I looked up on the computer, on the internet a couple of weeks ago about the old Watney Market, you know Watney Market? That’s like where most of my, well, all my mum’s family’s from”// “It’s where J Sainsbury opened his first Sainsbury’s”// “One of the biggest markets, because it was right next to the docks and I like all the history about the docks” (MA).
3.1.2 Non Attenders
Non Attenders are more mixed in their views about the appeal of local history. Two respondents say that they are more interested in the present and the availability of leisure facilities for themselves and their children:
“I wouldn’t really ask about the past, I’d want to ask what was there now …I’d want to know about clubs, places to go”// “Amenities for children” (NA).
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However, three others are curious about the past:
“I would want to find out what’s been happening for years, like when I drove here I was surprised: ‘oh, I’ve never been in here and it’s quite big’” (NA);
“I’d like to find out, like what he was saying about the Liberty as well, about being a prison before, things like that, it’s quite interesting to me, I would love to find out things like that” (NA).
3.2 Family History
3.2.1 Museum Attenders
Most Museum Attenders are very interested in family history:
“My daughter’s done it, we’ve got all the family tree”// “I was going to say, you can do it on the internet”// “If you’ve got all your birth certificates, death certificates, marriage certificates” (MA).
One Nigerian respondent and one Ghanaian respondent are especially keen to discover their own roots, and to pass this information on to their children:
“Yes, I was asking my dad, that was before he passed away, I was asking him, where do you come from, I was told we’re from Sierra Leone” (MA);
“(I found out that we are) originally from Nigeria as well, because we still have the same name. Unfortunately when the slavery came in, it made it worse”// “It’s really interesting to get to know where you actually come from” (MA).
3.2.2 Non Attenders
One respondent in the Non Attender research group has participated in researching her/his family:
“I have traced the family tree, I do have it going back two or three hundred years, but mainly because my uncle does it” (NA).
However, the remainder of the participants in this group show no interest in their family history.
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4 HISTORY IN HAVERING
Respondents were asked to identify any historical events, people and places in Havering of which they were aware, and also to suggest the kinds of themes or subjects that they would be interested in.
4.1 Awareness of Havering’s history
4.1.1 Museum Attenders
When asked to identify historical events, people or places in the Borough of Havering, respondents’ immediate reactions are to focus upon Romford itself. They refer specifically to the market, to the development of housing and toll roads into the town, and the tone of their discussions is lively and enthusiastic:
“Well, Romford is quite interesting, because Romford itself used to be a cattle market”// “That’s right. I only found that out about a year ago and it was a big cattle market as well, wasn’t it?”// “Yes, they used to all go there on weekends selling cattle, did you know that?”(MA);
“It used to be all country, I mean when I lived in Romford before, the houses that were built, that I lived in then, it was all one great big farm, they bought, because you had to go through a toll” (MA);
“Coming up from Forest Gate or Stratford, coming up the whole length of the road” // “Yeah, well, all that way. There’s a pub there called the Toll Gate” (MA).
The conversation then diversifies to include specific references to the history of pubs and churches in the Borough, again in excited tones:
“Pubs as well, all the pubs. I mean I used to work in the Kings Head in Chigwell and that’s 500 years old” (MA);
“Charles Dickens wrote Barnaby Rudge in the Kings Head and Churchill has got a room there were he used to have his conferences and there’s a tunnel coming through the Kings Head, underneath and across where the monks were across the road, where the monks used to come through”// “I’ve heard about that, yes, I’ve heard about that”// “That’s interesting”// “The history of that is fantastic” (MA).
Pubs, churches and other buildings in different parts of the Borough feature in the conversation:
“Havering atte Bower, Stapleford Abbots and all out that way, there’s some lovely little pubs” (MA);
“Some of them are really really old and there’s some nice churches as well” (MA).
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“I was going to say Old Church Hospital, although it’s just been pulled down”// “It was an old work house, it wasn’t always a hospice. So what happened to all those people who were put in workhouses, why were they put in?” (MA).
Attenders are also very interested in stocks and gallows, as well as more apocryphal stories of the area:
“Gallows Common was where they used to hang people”// “Then they used to take them to Brentwood, they changed it to Brentwood, but it used to be called Burntwood, that’s where they used to burn the bodies” (MA);
“As you go towards Stapleford Abbots, in front of you there’s a green and there’s a big old church and they’ve got a set of stocks”// “Have you seen the stocks there? They’ve still got the old stocks”// “Dick Turpin as well used to ride through” (MA).
Museum Attenders’ thoughts then turn to the impact of the war on the Borough, and two respondents share their own personal memories of evacuation:
“There was a war on when I was at school”// “Yes, that would be interesting”// “I was evacuated to Brentwood, it’s up the road”// “And I thought I’d gone to another country with my little gas mask on and a big label” (MA);
“The war, you can see like during the war, all that’s very interesting, if you can get the history of around here and the street parties and all things like that” (MA).
4.1.2 Non Attenders
Like their counterparts in the Museum Attender group, Non Attenders’ first point of reference for local history is Romford town centre:
“Where the old market used to be in Romford, a cattle market, those stories … stories about the old market and that and I can remember the brewery, the actual brewery site still being there when I was younger, when I was a kid”// “I remember the smell as well …Yes, it’s like Weetabix”// “No, it was only the brewery, actually and the smell of the hops, there’s nothing else that jumps out to me” (NA).
Other reference points include:
Aerodrome/RAF base The Liberty/local buildings and landmarks
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Three respondents are particularly interested in the history of the RAF’s presence in the Borough and its resulting impact:
“Sort of during World War Two, that was a bit part of what they call the Battle of Britain, there as an airfield, where the airfield estate is in Hornchurch, do you know where that is?” (NA);
“That used to be a big sort of RAF base for like spitfires and stuff during the war. Yes, a lot of roads around there are named after, like there’s Lancaster Drive, which is named after the Lancaster bombers. There’s a lot of roads named after the sort of people and places” (NA).
Non Attenders show a more general interest in the history of buildings in the Borough, and what kinds of buildings preceded current landmarks:
“I sat with an old man at the bus stop, just opposite a brewery, sometime last year, summertime and he was telling me the story of how the Liberty, that used to be a prison. … he told me it used to be a prison and high walls and everything was demolished and now it’s gone. Car parks and the big mall” (NA);
“There used to be a fountain in Romford, didn’t there, it’s now all under cover… the shopping centre, where Marks & Spencers and that is, there used to be a fountain in the middle there with lots of pigeons” (NA).
Other reference points are Gallows Corner and the history of sport in the Borough:
“I think Gallows Corner is named after where they used to hang people years ago” (NA);
“The cricket club and the rugby club is in excess of seventy odd years old. So that’s Gidea Park and then there’s Gidea Park Cricket Club. I don’t know about the bowls stuff as well, but old clubs that have supported the area and been well known” (NA).
4.2 Suggested themes & stories
4.2.1 Summary
Themes and stories suggested by respondents in both research groups are as follows:
the history of the Borough as a whole ethnic communities landowners local people ethnic communities war
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4.2.2 The Borough
Non Attenders agree with the comment by one member of their group that a new museum must represent:
“The history of the whole Borough” (NA);
“Havering, I think, is divided into three or four sections”// “Tell us the history of how that became, something to tell us why Rainham is named Rainham. I’d love to find out why and something about Collier Road, about the war thing that happened, that sort of thing, just something to reflect every bit of history” (NA);
“Yes and every area and how it all got linked together somewhere” (NA).
4.2.3 Ethnic communities
Individuals who have come to Britain from other countries emphasise the importance of including representation of their own cultures and histories in the displays:
“I’d love to see something about my country ethnically, you know” (MA):
“Well, we have lots of things back in Nigeria that I would really really want to bring back”// “England is good for that anyway, once you present to them what your culture is, they embrace it as well and they help you develop it” (MA).
Likewise, Museum Attenders believe that there would be considerable potential to link with existing celebrations such as St George’s Day or St Patrick’s Day in the market.
4.2.4 Landowners
Museum Attenders suggest including the stories of local landowners in previous centuries:
“History of like old landowners …because you know like back two hundred, three hundred years ago, you had like estate owners and you had a lot of poor people” (MA);
“Yes, and who was like the main, I don’t know what you’d call them, like lords of the manor, that sort of thing” (MA).
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4.2.5 Local people
Museum Attenders and Non Attenders alike consistently emphasise the need to include the stories of local people at the heart of the new museum. They are particularly interested in exploring the stories behind local landmarks and monuments, and discuss the history of people behind the plaques on benches in and around Romford:
“It’s like every bench around this area is a memorial bench, isn’t it?”// “And know what they’ve done to do that in their memory” (MA);
“There’s a plaque, a memorial, the one downstairs from where I live was a pharmacist in Gidea Park”// “And it would be good to know why the bench is named after that person” (MA);
They are also interested to know the stories of stallholders at Romford market:
“Because a lot of them are East Enders” (MA).
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5 HAVERING MUSEUM: LOCATION & BUILDING
This information below details respondents’ reactions to the proposed location for the new museum, and to the idea of converting the brewery building.
5.1 Location
Most respondents in both research groups know where the site for the new museum is located, and all are enthusiastic about this location for a number of reasons:
central location focal point for local people and visitors proximity to public transport routes and services
Respondents believe that the new museum could benefit from the volume of local, regional and even national visitors:
“It’s right in the centre of Romford as well, isn’t it?”(MA);
“It’d be really good there”// “Well, everybody goes to Romford, don’t they?”// “Everybody goes to Romford Market, people come in from London” (MA);
“It’ll be a logical choice”// “Central”// “Yes, everyone knows it”//”It’ll be a logical choice” (NA).
The building’s proximity to the railway and bus station is highlighted:
“It’s by Romford station as well, isn’t it?”// “When you come in from London, it’s only five minutes walk” (MA);
“It’s a good bus route, isn’t it”// “Yes, it’s good for buses, because most buses go to Romford, don’t they?” (NA).
However, comments about car parking are divided, with Museum Attenders perceiving the town centre to have ample provision while Non Attenders believe that parking would be difficult. Representative comments include:
“And there’s a lot of parking places”// “There’s a big car park” (MA);
“Can’t get no parking”// “The trouble is, like a lot of shopping centres you go to you get free parking, which you don’t here, so if you even went into the brewery …” (NA).
5.2 Building
There is unanimous support for the proposal to convert the old brewery building into a museum. It is described as a landmark building, and one with which local people are familiar.
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Respondents believe that the architecture of the building, and its past as a brewery, would act as a magnet for visitors:
“When it comes to museums and historical places and all that, people would definitely go there, no matter what, especially when it’s just one in there. So to me it’s a good thing, you know, in the centre” (MA);
“It’s very well known as well, which is a great advantage and the kids as well” (NA).
Museum Attenders particularly welcome the idea of siting a local museum in an old building, rather than in a purpose-built structure. They believe that brewery will provide atmosphere, and that it lends itself to the concept behind a museum:
“More feeling”// “Especially a brewery, because that’s got a lot of history to it, hasn’t it?”// “It’s a piece of history itself”// “I don’t think anybody would be opposed to it, I don’t think so” (MA);
“It’s already a historic site, isn’t it, so if you go and put a museum there then people are going to be attracted to it and know it” (NA);
“It’s got character, a new building doesn’t have the same appeal” (NA).
5.3 Ancillary Facilities
Attenders and Non Attenders expect the new Museum to have somewhere to buy souvenirs such as postcards and books, but suggest that this will be on a modest scale:
“Maybe postcards that you could buy” (MA);
“Books, historical books, you know, they should be able to do something like that” (MA);
“Yes, and some sort of shop where you can buy things”// “There’ll be a gift shop no doubt” (NA).
Opinions are divided concerning the provision of a café within the building: on the one hand, most respondents are used to visiting cafes within historic buildings and museums, and on the other they feel that the area is well served with facilities.
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6 HAVERING MUSEUM: THEMES & STORIES
Respondents were asked for their own ideas about ways in which the displays might be presented, and their own priorities for bringing the Museum to life. They were then asked to respond to a series of themes and subjects covering general and local places, people, the brewery and industry.
6.1 Interpretation
When asked what kinds of things they would like to see in a new museum for Havering, the Museum Attenders have a variety of responses. These include:
guided tours photographs re-enactments and dressing up room settings chronology and themes
6.1.1 Guided tours
Museum Attenders say that they would appreciate guided tours and believe that this would help them to understand more about the displays and objects on offer. They place particular emphasis upon the need for knowledgeable guides:
“It’s not just reading, what you can see, but for you to have more knowledge about what exactly this thing is” (MA);
“Someone to really explain more details and everything, give a brief history”// “Someone who’s very knowledgeable” (MA);
“Someone that really knows about what they’re talking about, has a good knowledge about it” (MA).
Non Attenders are more ambiguous about tours, with some respondents preferring to structure their own visits. They do, however, agree that tours are an option that should be on offer:
“I think that’s the option I would say” (NA);
“I think sometimes, you know, if people want to walk round and talk about it, you think, oh yeah, let me do it on my own, so that would have to be optional” (NA).
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6.1.2 Photographs
Attenders and Non Attenders alike advocate the inclusion of photographs to show the contrast between the past and present:
“Old pictures, there are pictures around of Romford”// “The cattle market with all the cattle and all the farmers selling the cattle in the cattle market, there are pictures like that around”// “There’s a stall that’s normally just outside there, but a little bit further on and they sell a lot of old pictures of Romford and the cattle market and all that” (MA);
“How the roads used to look years and years ago” (MA);
“I think the main thing, the only thing that would interest me is lots and lots of photos. I think you’ve got to have a hell of a lot of photos of before, what it was before and you’ve got to have a lot of photos following the whole way through” (MA).
Respondents in both groups also agree that photographs will be particularly appealing for children:
“For kids, then they could see how much it’s changed, stuff like that”// “Yes, and what’s to come” (MA).
“There’s got to be lots of photos, not too much standing there with huge captions on the wall” (NA).
6.1.3 Re-enactments and dressing up
Attenders enthusiastically propose the inclusion of re-enactments of scenes and events, along with costumes.
“When I went to Australia a few years ago, they took us to a mining village in Melbourne and people actually still lived in that time, all dressed up, little school houses, it was fantastic. Something like that and that would impress the kids” (MA).
Non Attenders are rather more sceptical about the appeal of dressing up:
“I just don’t think that would appeal to people”// “Not for anyone over six” (NA);
“Some little ones are scared of people dressed up” (NA).
6.1.4 Room settings
Some Museum Attenders, building on their experience elsewhere, say that it would be nice to see historical room settings:
“It’d be nice to be settings, can you see what I mean?”// “Settings of different things” (MA)
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6.1.5 Chronology and themes
Some Museum Attenders suggest a chronological approach to the displays:
“A journey through the history of it, so you start off a long time ago, gets more and more modern, so when you’re coming up, it’s ultra, up to date” (MA);
while others suggest individual subjects, such as the river, that could provide a thematic interpretation:
“Or using the theme of the River Rom, the River Rom passes through the place, although it’s only about this wide, literally, but they could actually follow it through to all different areas” (MA);
6.2 Proposed Themes and Subjects
6.2.1 Museum Attenders
Museum Attenders respond very enthusiastically to all of the ideas presented to them.
Places
Respondents in this research group are very positive about general and local suggestions for places, and express strong levels of interest in the sporting and military history of the Borough:
“Cricket, the cock fights”// “Pugilism” (MA);
“I’d like to find out about like pugilism, you know like boxing, because back in the old days, they used to do a lot of, you know like in the fairs and that” (MA);
“I wonder where the RAF base was, in Hornchurch” (MA).
“Was there Napoleonic barracks?”// “Yes, and Crimean”// “I think that would be brilliant” (MA).
The one exception to their level of enthusiasm concerns Rainham:
“Rainham is so drab, there’s not so much in Rainham”// “It’s all swamp land” (MA).
People
Attenders’ attitudes to suggested subjects for people are also positive, with a particular interest in characters such as Kemp and Repton as well as the Royal family and palaces.
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Of all of the ideas presented, childhood arouses the most enthusiastic response, and several respondents contribute their own memories to the discussion:
“Yes, they’d have a barrow made out of skate wheels, an old pram that they made a barrow out of. I remember when I was a kid we had an old pram” (MA);
“Yes, we used to make go-carts”// “Marbles”// “Hopscotch” (MA).
The notion of including famous people in the displays meets with considerable approval, with suggestions ranging from footballers to boxers and snooker players, as well as local people who have appeared on television. Representative comments include:
“I think there’s a few footballers, yeah and I think there’s also like a few glamour (models)”// “That girl that was on Big Brother”// “Ronnie O’Sullivan”// “The snooker player, the one that used to have ginger hair”// “Steve Davies”// “And David Beckham too …” (MA).
Attenders are also interested in ensuring that their own personal histories are recorded and reflected in the Museum:
“I think my childhood would be very interesting” (MA);
“I’m an African lady, I wouldn’t mind bringing anything from Africa. So research, telling them exactly what they need to know” (MA).
Brewery & Industry
Individual respondents highlight personal interests in the industrial past:
“Thames Water’s got a lot of history, hasn’t it?”// “The docks and everything. All my mum’s family worked in the docks” (MA);
“The corn exchange and the old weights and measures which children should, my grandchildren love learning about it, I’ve got all the old coins, they love seeing it” (MA).
6.2.2 Non Attenders
Non Attenders are very selective about the suggested themes and subjects.
Place
Respondents react negatively to general subjects such as brickearth for building, historic buildings and social and political life, perceiving these to be “boring”:
“It’s very school education” (NA);
“I don’t think the social political would do much for me” (NA).
19 Matthews Millman Ltd June 2007 Havering Museums Access & Audience Development Plans Appendix III: Qualitative Research
There are stronger levels of interest in early churches, rivers and water supplies:
“You know, I’m not religious or nothing, but churches are obviously historic places as well and very old buildings, you know, the river, you know there’s a River Rom, but you don’t, no-one really sees the River Rom” (NA).
On a local level, respondents react most positively to sports and the RAF base in Hornchurch, and also to the history of Romford itself:
“I think I’d probably be most interested in the Romford stuff than the Havering atte Bower stuff, because it’s close to where I am”// “Rainham and Upminster, because I don’t know the area, it’s probably not going to be as sort of interesting, because I don’t know the actual roads and things like that” (NA).
People
Non Attenders are more guarded in the reactions to the notion of including famous people in the displays. While they agree that this might be appealing to children and young people, they are concerned to distinguish between people of real talent and television celebrities.
Respondents suggest that including people such as Frank Bruno, Steve Davies, and Ronny O’Sullivan would be appropriate, but dislike the notion that ‘famous people’ might include people who have appeared on reality television. Non Attenders also express no interest in reflections of their own personal history or of reminiscences of local people.
Brewery & Industry
Of all of the subjects examined, the history of the brewery building itself and related themes are the most popular with Non Attenders. They are interested in the brewery building, in the water supply, in the market and small town services:
“That would go down pretty well, wouldn’t it?” (NA);
Yes, I think people, most people would be interested in what Romford was like, like the town centre” (NA).
20 Matthews Millman Ltd June 2007 Havering Museums Access & Audience Development Plans Appendix III: Qualitative Research
7 HAVERING MUSEUM: PRICING & OPENING HOURS
Respondents were asked how much they would be prepared to pay to visit a local Museum in Havering, and to suggest the most convenient opening hours.
7.1 Pricing
7.1.1 Museum Attenders
Museum Attenders expect to have to pay to visit a local museum, and their discussions about ticket prices for adults range from £3.50 - £10:
The overall consensus, however, rests upon a £5 admission charge:
“I think you’ll find that’s (£5’s) not expensive …if you’ve got a couple of kids, so that’s a tenner” (MA);
“I would say no more than a fiver”// “That’s for adults” (MA).
Attenders’ perspectives are strongly influenced by their experience of going to museums in central London:
“Museums in London are free now, aren’t they?”// “A lot of the museums are free”// “So you’ve got to keep it reasonable” (MA).
In relation to this, respondents in this group believe that while adults should pay to visit children should not be charged admission:
“Because when you get in there it’s so expensive to buy things in there as well” (MA);
“Exactly, yes, because if you go in there and you learn a lot, it’ll be somewhere you’ll want to go back” (MA);
“You want to take them back again, so if it’s like adults, if it’s a tenner, just say even if it’s a tenner, but the children are free. I’ve got three children now and I know my kids are going to go in there free, but I would not be reluctant to spend more money in there” (MA).
Alternative suggestions for a family ticket are added to the discussion:
“A family ticket”// “Yes, or maybe like the eldest child pays £1” (MA);
“Yes, so you could take like members of your family, like say someone comes to visit. Say some of your family come to visit you, your little cousins or whatever” (MA).
21 Matthews Millman Ltd June 2007 Havering Museums Access & Audience Development Plans Appendix III: Qualitative Research
7.1.2 Non Attenders
Non Attenders’ views are not only influenced by their experience of free admission to national museums, but also by their expectation that a visit to a local Museum in Havering will not last for very long:
“This is not going to be the whole day out museum”// “Pop in for half an hour” (NA);
“It’s definitely not going to be the sort of thing that the kids sit there and go ‘oh, I really want to go there”// “No, I think it’s going to be a one(-off) visit for people” (NA);
“I think people wouldn’t expect to pay, because museums are free nowadays” (NA);
“I’m not saying I wouldn’t pay, but as all museums are free …” (NA).
When asked to propose a charge the Non Attenders’ suggestions range from £1 to £5, with most people settling for £2.50:
“If it’s only going to be an hour and a half, like top £5 or something for adults?” (NA);
“Yes, I mean it’s got to be worth it. I mean I personally wouldn’t pay a fiver to get in there as an adult, I’d probably pay £2.50” (NA);
“A quid”//”I think £2.50”// “Yes, £2.50-£5”// “I think £3 or £2.50”// “I’d do £2.50 adults, £1 for children and £1.50 for OAPs” (NA).
All Non Attenders strongly believe that children should not be charged:
“There’s people who are working and they’ve got four kids, four or five kids. I mean I’ve got three children, it does work out dear when you take them out to a theme park” (NA);
“I think if it’s free for the children and parents have to pay £2.50 each, you’ll be motivated” (NA).
7.2 Opening Hours
Attenders and Non Attenders feel that they are most likely to visit the Museum in Havering at the weekends, particularly on Sunday afternoons:
“Sunday afternoon would be a good time, because you get a lot of, like kids coming to visit their grandparents, you know”// “It’s more like a relax day” (MA).
They also advocate late night opening once a week, with most people preferring Wednesdays.
22 Matthews Millman Ltd June 2007 Havering Museums Access & Audience Development Plans Appendix III: Qualitative Research
8 HAVERING MUSEUM: PEOPLE & PROMOTION
This final section of the report details respondents’ descriptions of the kinds of people who would be attracted to visit Havering Museum, and records their suggestions for promoting the facility to local people.
8.1 People
Attenders and Non Attenders believe that the proposed Museum would be of principal appeal to school parties:
“I think primary school age children would enjoy it, but once they’re seniors, like teenagers, no” (MA);
“If the senior schools were to do it as part of their curriculum” (MA);
and Attenders suggest a mix of adults and young people:
“Yes, I think adults and children”// “Yes, adults”// “I’d definitely go”// “I would go” (MA);
“Well, my son would go if it was things about the war, like he’s thirteen” (MA).
Respondents are unsure whether the Museum would appeal to visitors from further afield. Some people believe that it would only interest people from the Borough of Havering itself:
“It wouldn’t be a tourist attraction, would it?” (NA);
“Yes, it’s not going to bring people from out of other boroughs to come and find out about Havering” (NA).
Others are of the view that it would be of interest to people from elsewhere who are visiting the market:
“I think people would. People do come to Romford Market. From miles and miles they come to Romford Market” (NA);
“But fortunately we’ve got the market and that pulls people from miles. You say ‘I live in Romford’ and they go ‘that’s where the market is’” (NA).
23 Matthews Millman Ltd June 2007 Havering Museums Access & Audience Development Plans Appendix III: Qualitative Research
8.2 Promotion
Respondents make a range of suggestions for promoting the new Museum to the local population, the most frequent of which are:
billboards in Romford Town Centre the Enquirer the Romford Recorder promotions in Romford market the Yellow Advertiser the Post
Additional ideas put forward by individual respondents are:
advertisements at bus stops door to door leafleting notices at shopping centres Thomson local Time radio town crier on market days What’s On booklet for schools
24 Matthews Millman Ltd June 2007
Annex: Respondent Profile
Attenders Non Attenders Total Age 19 – 24 - - - 25 - 34 2 2 4 35 – 44 5 4 9 45 – 54 - 1 1 55 – 64 - 1 1 65+ 2 - 2 Social Grade AB - 3 3 C1 5 2 7 C2 1 2 3 DE 3 1 4 Gender Female 7 6 13 Male 2 2 4