The National Museums Scotland (NMS), like Museums worldwide, were forced into an overnight pivot into the provision of online events and programmes to maintain connection and engagement with their audiences.  This work was undertaken in parallel with the development of a new Strategic Plan 2022-27 which set out to reach new and diverse audiences, expand international reach, expand how and where it works, engage new audiences and find innovative ways to tell stories. Emily Smith Associates (ESA) won the tender to undertake research into the role of digital in helping the Museum achieve its vision and make strategic recommendations for the future of the programme.

The report included a review of NMS’s strategic ambitions, existing programming, audience evaluation and internal digital skills and resources. This was evaluated alongside international benchmarking and costed case studies.  Emily Smith Associates devised and delivered three focus groups with community groups and teachers to test various technologies including VR, AR, QR codes, digital trails and immersive environments to understand which technologies appealed to which of their target audiences.

Taking all this data, ESA recommending a series of approaches to delivering digital innovation within the programme, with the aim of supporting the new strategy.