Many aspects of the shifts in museum visitor research noted above can also be seen in
changes in museums’ own rhetoric and practice. They are evident in changes in modes of
display, such as attempts to move away from relatively didactic presentation and towards
more interactive ones. The trend towards trying to recognise differentiation among
visitors in research has its counterpart in museums’ own considerations of personalisation
in exhibitions—although as yet this is relatively underdeveloped. And explicit attempts to
create visitor ‘experiences’ have been underway for some time (Dicks 2004)