Underground Adventure

Underground Adventure opened at The Field Museum in March 1999. Covering 15,000 square feet, it continues to be a major draw in the museum. Determining the extent to which the exhibition is achieving its original goals and assessing the nature of its visitor experience will help us plan for future modifications. The Field Museum asked Selinda Research Associates (SRA) to plan, set up, and conduct such a final summative/remedial evaluation. We collected data from November 1999 through June 2000 using a naturalistic methodology and qualitative methods. A qualitative approach to visitor research is particularly useful in institutions that have different types of visitors with varying degrees of knowledge, experiences, and interest. Unlike quantitative methodologies, which look for an "average" experience, naturalistic inquiry aims to describe the range of visitor experiences and understanding. As such, it is a powerful tool for museums, especially those institutions concerned with reaching multiple audiences. We conducted depth observations, unobtrusive observations, depth interviews, and an exhibition discussion group. We had a total of 133 respondents in 44 visitor groups.