The idea for this session is to talk about data that render practical changes in our science centres or museums. To be precise, it's about evaluation data – mostly quantitative but to a certain extent also qualitative. The sticking point is to make a step from collecting data to actually applying them in practice. Therefore we’ll showcase examples of data-driven changes in our: exhibits, entrance ticket structure and customer experience.
Together we’ll try to answer the following questions:
- What made us evaluate certain aspects?
- Who was surveyed and why?
- How was our data collected?
- How was our data used (how were exhibits, whole exhibitions, materials, websites revised)?
- What did our data offer that we otherwise wouldn’t have learned?
- What could not be tackled with our data?
- How did we involve the respondents in the results?
- Are we satisfied with our evaluation instruments?
Facilitator
Session speakers
Audience Research & Evaluation Professional
Heilbronn
Germany
Last year we revised several exhibits at our permanent exhibition. In doing so, we drew on a survey we conducted with our explainers during the Covid-19-lockdown. This evaluation provided us with valuable data. As a side effect, our explainers felt valued and more involved in decision-making processes at out science center.
Experience Director
Vantaa
Finland
We made an entrance ticket reform based on visitor survey findings: We understood that those who visit the planetarium practically rate everything at HEUREKA higher in comparison with those who do not see a dome film. As a consequence, we abolished the separate ticketing for the planetarium and managed to increase overall visitor satisfaction with the introduction of a combo. Another data-driven decision was to join the Museum Card system.
Director, Esplora & Chairperson National STEM Engagement Working Group
Kalkara
Malta
Through a research at Master’s level based on secondary analysis, Clayton analysed ‘Strategic Marketing in Museum Management’. Findings suggest that museums should shift their primary focus from exhibitions and collections to the ‘customer experience’ through numbers; research on audience development and understandings. Such a shift would enable museums to focus on relevant experiential marketing campaigns, considering various factors such as customer satisfaction, perceived value for time and money, and post-visit intentions such as the intention to recommend and intention to revisit.