This project aims to dig into a rich set of qualitative data, uncovering actionable insights which will have a real impact on the Museum. To analyse and understand the British Museum visitors’ behaviour and feedback, we will use different sets of data including Trip Advisor feedback, the audio guide data, and “intelligent counting data”, and methods such as natural language processing and time series analysis. The research will have an immediate and tangible effect helping the organisation improve the visiting experience currently on offer at the Museum. The Museum is currently undergoing pivotal strategic change, and the insights from this research will feed into future iterations of the display and audience strategies.
Former Senior Research Fellow
Project role: Principal Investigator
Taha Yasseri analyses large-scale transactional data to understand human dynamics, collective behaviour, collective intelligence and machine intelligence.
British Museum
University of Warwick & Alan Turing Institute
London School of Economics & Alan Turing Institute
