Sheena Muncie | Director



With a background in advertising and publishing, Sheena moved into research in 1988 when she joined Scotinform Ltd. During this time she has enjoyed being part of an industry which is constantly changing.

With significant interest and experience in the museums, galleries and visitor attraction sectors, Sheena utilises a range of research methodologies to consult with visitors and non-visitors to inform interpretation and content to evaluate all aspects of the visitor experience. She provides research and evaluation reporting which meets the aims and objectives of funders including the National Lottery Heritage Fund.

Sheena also designs bespoke training sessions for clients who are looking to improve their in-house research capabilities. She enjoys skill sharing to enable staff to design and deliver research studies from identifying appropriate methodologies, preparing research tools including surveys and topic guides, engaging with key stakeholders to analysis and reporting. 

Sheena is a Member of the Market Research Society, the Association for Qualitative Research and the Museums Association. Until April 2016, she was Co-Chair of the Visitor Studies Group and continues as an active member to ensure that the Group’s activities provide a forum for those working in visitor studies to share best practice.

She is also a self-confessed reality TV addict, enjoys reading and photography.