Animal Attraction Summative Evaluation

The evaluation examined the overall visitor experience (time spent, main message comprehension, response to exhibition look and feel) in the 1,100-square-foot Animal Attraction as well as the exhibition's multimedia content delivered via 18 iPads. Specifically, researchers explored iPad usability and visitors’ reactions to the iPad content, especially compared to static labels found in other areas of Animal Attraction. Findings indicate that the iPads appealed to all visitors segments and that iPad users spent more time in the exhibition than visitors who did not use the iPads. However, many visitors overlooked some of the iPad content, possibly due to navigation issues related to screen layout design. In addition, researchers examined visitors' reactions to the potentially off-putting topic of sex broached in this exhibition focused on animal courtship and reproduction. Appendix includes observation and interview protocols.