Introduction In 2014, the Museum of Islamic Art (hereafter MIA) in Doha, Qatar, undertook an evaluation of visitor experience and behaviour within its core permanent gallery spaces. The study represents a collaborative project between MIA, Morris Hargreaves McIntyre (a strategic cultural consultancy fi rm), voluntary participants from UCL Qatar (University College London, Qatar campus), staff members from the governing organisation, Qatar Museums (hereafter QM), and museum volunteers. The evaluation responded to strategic objectives to further engage audiences during their visit experience and to enhance learning about Islamic art and MIA’s collection. The study took place between January and October 2014, with fi ndings incorporated into exhibition, interpretation and learning strategies at MIA.