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The National Portrait Gallery case study As their funding correlates to the annual number of visitors, the National Portrait Gallery needed to know their audience in order to attract more people inside.
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Inside Visions | [email protected] | www.insidevisions.com 1
Who visits museums? NPG’s case study
Client The National Portrait Gallery, in London, had more than 2 million visitors last year. With the world’s most extensive portrait collection, they exhibit from Queen Elisabeth’s paintings to Queen’s Freddie Mercury’s photographs, plus every relevant British figure in between.
Need Who visits museums? As their funding correlates to the annual number of visitors, the gallery needed to know their audience in order to attract more people inside. They had been using a counting system but wanted more. For example, had an exhibition targeted at young people actually been successful with this group? Is it the grandmother or the grandfather that brings children in? Questions like these, related to visitors’ profiles, were left unanswered.
Challenges Installation To do it, there were two main challenges:
• Avoid a great number of cameras and equipment - that could damage the gallery’s historic building; and
• Deal with the direct sunlight towards the cameras at the main entrances - that converted people’s faces into silhouettes. By Sam Walsh. Photo credit: NPG
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Solution Whoever comes in, also goes out The solution provided is Face Click®: a face detection and profiling software that gives analytics on age group, gender, and accurately counts people in real time and anonymously.
Installing it in a camera facing inwards, it will capture the visitors’ characteristics while leaving the gallery (the same that walked in) at the main doors, to avoid direct sunlight. In the gallery’s exhibition rooms and shops, the existing security cameras can be used.
Results Adapt the gallery They will be equipped with actionable insight on visitor patterns and interests by demographic group, in each room, each shop, and in the gallery as a whole. For example, if the contemporary room has younger visitors, they can adapt the next exhibition to a topic that attracts this demographic group. Or, if there are many women coming in, to have souvenirs at the shop specifically targeted to them.
All of these analytics are updated, in real time, in an online dashboard so the NPG can gather all of the information, to quickly share with the administration board. Face Click will help them support decision-making, to adapt their artworks and message, and plan future exhibitions according to the people that visit them. Report example: comparing visitors between two rooms, adult men and women during a chosen week
