Bridging the Feedback Gap
At Cornwall Museum & Art Gallery, understanding visitors’ real thoughts has always been a priority—but traditional feedback methods didn’t always deliver the insights they needed.
Bryony, the museum’s Co-Director, explained that structured surveys—such as those mandated by the Arts Council—provided valuable data but lacked flexibility. Informal chats with visitors were often insightful, but fleeting and difficult to document.
To bridge this gap, the museum adopted TalkBack Insights—a simple, voice-activated terminal placed at a quiet point within the museum space. Visitors can now press a button and speak freely into a microphone, recording candid impressions in seconds.
Honest Feedback, Unfiltered
This short, spontaneous recording method has produced surprisingly honest and insightful feedback that traditional methods often missed.
Bryony notes that this unfiltered approach has revealed opinions ranging from enthusiastic praise to frank suggestions for improvement:
"Because visitors aren't talking directly to our staff, they can be more honest about what they really think," she explained.
This direct, unmediated feedback has become essential for shaping future developments—whether improving accessibility or making exhibits more interactive.
From Insight to Action
Each month, TalkBack Insights provides the museum with a clear summary of visitor sentiment. Reports include:
- A positivity score
- Top themes of praise
- Areas flagged for improvement
- Direct visitor quotes
These reports have quickly become a cornerstone of the museum’s internal meetings, shared across teams from exhibitions to finance.
The impact extends beyond operations—authentic community voices now strengthen applications for critical funding from bodies such as the Arts Council and Heritage Lottery Fund.
Supporting Funding and Planning
By quoting visitors directly, the museum demonstrates that it listens and responds to local needs—a compelling factor in funding bids.
In fact, visitor feedback gathered through TalkBack Insights has already helped secure planning permission for practical improvements, such as better external signage, despite the challenges of the building’s Grade II listed status.
Responsible, Community-Focused Innovation
Bryony sees TalkBack Insights as more than just a feedback tool:
"The Arts Council values genuine community engagement, and being able to showcase that we're proactively listening to our visitors using innovative technology has become invaluable."
Looking ahead, the museum will track trends in sentiment as excitement around their recent redevelopment settles. These insights will guide decisions, helping maintain and enhance the visitor experience.
A Model for the Cultural Sector
By bringing the authentic voice of the visitor directly into decision-making, Cornwall Museum & Art Gallery has transformed its approach to:
- Visitor engagement
- Operational improvement
- Funding success
The result positions them as leaders in the responsible use of AI within the cultural sector.
Key Highlights
- Real-time, candid visitor feedback
- Enhanced grant and funding applications
- Successful planning permission supported by community feedback
- Cross-departmental use of feedback insights
Quotes from Bryony
“The feedback captured by TalkBack Insights is genuinely different—people speak honestly and spontaneously. It's incredibly useful to hear exactly what visitors think, even when their comments are surprisingly blunt.”
“This kind of feedback has become important evidence in our funding applications. Being able to demonstrate clearly that we listen and respond to our community not only strengthens our bids but also highlights our commitment to serving local needs.”
“We see this as a fantastic example of responsible AI use. It's not just innovative technology—it's actively enhancing our engagement with visitors, directly influencing operational decisions, and significantly supporting our arts and heritage initiatives.”
