Morris Hargreaves McIntyre (MHM) partnered with The Media Majlis to establish evaluation practices using a logic model approach. The methodology involved two primary tools: a Strategy Tree and a Methodology Matrix.
Strategy Tree Development
The Strategy Tree visualized the museum's strategic plan across seven pillars: artistic content, learning approach, visitor growth, audience engagement, knowledge building, recognition, and organizational excellence. This framework identified "30 outputs and 34 outcomes" that demonstrate achievement across these areas.
Evaluation Framework Components
The Methodology Matrix translates desired outcomes into measurable indicators. It identifies target audiences, data types (quantitative or qualitative), and research methods for collecting information on each output and outcome.
Audience Segmentation
The museum distinguished between target audiences (defined by demographics or profession) and evaluation audiences (defined by engagement routes). Six primary target segments were identified: professionals, faculty, students, work-experience participants, locals, and tourists.
Eight evaluation audiences were established based on engagement methods: on-site visitors, program participants, faculty/students, prospective students, group visitors, virtual visitors, and sector peers.
Evaluation Methods
The pilot study (2019-2020) employed multiple research approaches including exit surveys, observations, digital analytics, pre/post-course assessments, and social media analysis—tailored to different audience segments and practical constraints of the museum's physical space and resources.
