In July 2011 Kew Gardens launched an app called ‘Kew’ with the aim of enabling visitors to “explore more of Kew gardens and dig deeper into [the] science and horticulture” (Kew Royal Botanic Gardens 2012). The Kew app is designed to facilitate this experience by providing location specific information on a customizable map through seasonal recommendations, and site specific tools, such as QR code reader for plant labels and an augmented reality browser, enabling a more personalized and unique exploration of Kew. In October 2011 audience research was carried out to evaluate visitors responses and experiences to the app and to identify the nature of their experience of Kew when using the app.