Naomi Muggleton | Searcharxiv

arXiv2025

Beyond Demographics: Behavioural Segmentation and Spatial Analytics to Enhance Visitor Experience at The British Museum

This study explores visitor behaviour at The British Museum using data science methods applied to novel sources, including audio guide usage logs and TripAdvisor reviews. Analysing 42,000 visitor journeys and over 50,000 reviews, we identify key drivers of satisfaction, segment visitors by behavioural patterns, examine tour engagement, model spatial navigation, and investigate room popularity. Behavioural clustering uncovered four distinct visitor types: Committed Trekkers, Leisurely Explorers, Targeted Visitors, and Speedy Samplers, each characterised by different levels of engagement and movement. Tour usage analysis revealed high drop-off rates and variation in completion rates across different language groups. Spatial flow modelling revealed that accessibility and proximity, particularly aversion to stairs, shaped visitor paths more than thematic organisation. Room popularity was more strongly predicted by physical accessibility than curatorial content. We propose practical strategies for improving engagement and flow, offering a scalable framework for visitor-centred, data-informed museum planning.

cs.SI↗

arXiv2025

Capitalizing on a Crisis: A Computational Analysis of all Five Million British Firms During the Covid-19 Pandemic

The Covid-19 pandemic brought unprecedented changes to business ownership in the UK which affects a generation of entrepreneurs and their employees. Nonetheless, the impact remains poorly understood. This is because research on capital accumulation has typically lacked high-quality, individualized, population-level data. We overcome these barriers to examine who benefits from economic crises through a computationally orientated lens of firm creation. Leveraging a comprehensive cache of administrative data on every UK firm and all nine million people running them, combined with probabilistic algorithms, we conduct individual-level analyses to understand who became Covid entrepreneurs. Using these techniques, we explore characteristics of entrepreneurs--such as age, gender, region, business experience, and industry--which potentially predict Covid entrepreneurship. By employing an automated time series model selection procedure to generate counterfactuals, we show that Covid entrepreneurs were typically aged 35-49 (40.4%), men (73.1%), and had previously held roles in existing firms (59.4%). For most industries, growth was disproportionately concentrated around London. It was therefore existing corporate elites who were most able to capitalize on the Covid crisis and not, as some hypothesized, young entrepreneurs who were setting up their first businesses. In this respect, the pandemic will likely impact future wealth inequalities. Our work offers methodological guidance for future policymakers during economic crises and highlights the long-term consequences for capital and wealth inequality.

econ.GN↗