The Visitor Studies Group: Championing excellent visitor experiences

Creative Research

Creative Research


Visitor research and evaluation at all stages of the ‘product life cycle’ whether this be a museum/visitor attraction, an exhibition or a new service or product:

  • front-end evaluation
  • formative evaluation
  • summative evaluation


We have particular expertise in conducting evaluation and research to help steer the development of a new museum/visitor attraction /exhibition, etc. We help to bring to life our clients’ initial ideas and concepts among target audiences using a variety of enabling techniques to help people explore different ideas including imagination exercises and imaginary visits, graffiti walls (top of mind associations), brick walls (barriers and overcoming them), role play and a host of projective techniques.
We conduct the research among both visitors and non-visitors and we have particular expertise in conducting research among harder to reach groups, including people with disabilities and those of BME heritage.
We provide detailed recommendations to help our clients make informed decisions about how to realise the full potential of their ideas.
Clients include national and local museums, galleries, science centres and visitor attractions across the UK.


When he was appointed as an evaluator by the Natural History Museum in 1979, Steve was the first full-time professional evaluator to be employed in the UK. He pioneered many of the evaluation techniques in use today including the first example of ‘front end’ evaluation. He helped set up Creative Research in 1986 and has a track record of conducting research for museums and visitor attractions stretching back over 35 years.
Steve has a PhD in Psychology from University College, London. As well as being a founder member of the VSG, he is a member of the MRS, the Association of Qualitative Research, the Social Research Association and the British Psychological Society.

Contact Info:

Email address:

Telephone: 0208 567 6974
Address: School House, Norbury, Bishops Castle, Shropshire, SY9 5EA

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