Eight core principle guide our practice throughout the research
process, from choosing the study to presenting and using the results:
the study can make a significant contribution to the field of
museums and free-choice environments.
and quality of work: Audience Focus Ltd undertakes research
and evaluation studies that they have the expertise to carry out
and ensure that its design is of high quality, and its conclusions
and recommendations are based on reliable and valid evidence.
consent: respecting the right of the study participants to
be fully informed about the purpose of the study and how the results
are going to be used; gaining their own consent as well as the
consent of an adult in the case of children; respecting their
privacy and anonymity, and treating the information gathered as
confidential; and building relationships of trust with the participants.
sensitivity: being sensitive to the language and meanings
of the research participants by using methods that support that.
making sure research participants can gain something from taking
part in the study. When possible, Audience Focus Ltd tries to
embed evaluation in the activity being evaluated - be it an exhibition,
a programme or other resources so that it fits with participantsagenda
for the visit.
of harm: research participants are not harmed in a direct
or indirect way, including affecting their self-esteem and values
or feeling they are being judged or looking bad.
and dissemination: sharing the research results with the
community of free-choice learning organisations and advocating
on behalf of the study participants.
and use of data and findings: Audience Focus Ltd uses the
data collected for each study in accordance with the Data Protection
Act and the informed consent forms signed with the participants.
We are also committed in working with our partners in applying
the results in ways that will benefit their audiences.