Visitor
Evaluations
at the
Catherine Bonner • Adam Karcs • Emily Perry
16 December 2014
Overall Project Goal
Explore ways in which digital technologies
can be used to enhance the visitor
evaluation capabilities at the Nantucket
Historical Association
Background
Nantucket
Whaling Museum
People
Visitor
Expectations
Self-Guided
Learning
Digital
Visitor
Surveys Feedback
Goals and Objectives
Objective 1: Determined state-of-the-art surveying practices in the
museum industry
Objective 2: Examined the current and preferred visitor evaluation methods
of the Nantucket Historical Association
Objective 3: Developed a suite of technology-assisted survey instruments
Objective 4: Provided recommendations for the use and maintenance of the
instruments developed.
NHA
Industry
Survey
Recs
Initial Findings
Primary
Needs
Staff
Interviews
Programs
Visitor Experience
Membership
Education
Price of Membership
Source of Member Acquisition
Emailed Surveys
Emailed Surveys
Communications
Curating
Research
Outcomes-Based Evaluation
Outcomes-Based
Grant Writing
Discovery Room Museum Scope
Evaluation
Ages of Visitors
Discovery Room
Field Trip Satisfaction
Satisfactionwith
with Programs
Satisfaction
Programs
Advertising
Paper Surveys
Online Ticketing
Online Ticketing
Marketing Avenues
Price of Admission
Standing iPad Surveys
Pricing
Standing iPad Surveys
NHA
Industry
Visitor Expectations
Museum Scope
Diversity
Non-Visitation
Advertising
Advertising
Social Media
Branding
Branding
Survey
Recs
Survey Provider Games
Qualtrics
Features
Price
Survey Gizmo
Survey Monkey
Snap Surveys
NHA
Industry
Survey
Recs
Surveys Created
Programs
Survey
Museum Survey
2014 NHA
Initial
Museum Survey
Programs
Membership
Collect
Collect
program
useful information
attendees’ opinions
about theonvisiting
the previous
body,
as
Survey
year’s
well as
public
feedback
programs,
regarding
as well
theasmuseum’s
generate feedback
exhibitions,
to guide
galleries,
the next
and
year’s
dailyprogramming
programs
Individual
Programs
Survey
NHA
Industry
Membership
Renewal Survey
Survey
Recs
NHA Interests
NHA
Nantucket
Whaling Museum
1800 House
Greater Light
Nantucket
Whaling Museum
Oldest House
…
NHA
Industry
Survey
branding
Recs
Quaker Meeting
House
NHA Interests
Museum Survey
Encouragement
Subtle of
Advertisement
Further Participation
Have
youlike
visited
anyup-to-date
of the other
historicHistorical
sites
If you
would
to stay
onNHA
Nantucket
available
with
yourprovide
All-Access
Association
events …
please
yourPass?
email address
• Yes below:
• No, but I plan to
Recommendation:
•
No,
and
I
don’t
plan
to
13.6% Provided an Email Address
Continue requesting email addresses
NHA
Industry
Survey
branding
Recs
NHA Interests
Programs Survey
Subtle Advertisement
Not-So-Subtle
Advertisement
Which
of the
following
types
of NHAthe
programs
have
you
13 out
of 15
questions
contained
acronym
“NHA”
attended … and/or do you plan to attend…?
•
•
•
•
Concerts
Festivals
Parties
Etc.
NHA
Industry
Survey
branding
Recs
NHA Interests
Programs Survey
Results from Open Text Responses
n = 25
Comments On:
Programs Respondents are aware of
the scope of the brand
Museum Exhibits
Use of Historic Sites
Value of Membership
NHA
Industry
Survey
branding
Recs
NHA Interests
Methods/Modes
Other
of advertisement
Programs Survey
NHA
NHA Flyers
9%
NHA Website
Recommendations:
(nha.org)
Material
12%
Future
years
“How
do
you
usually
hear
about
NHA
Programs?”
MahonAboutTown
NHA E-newsletter
20%
By residency,
13%
Newspapers
Visit/Voice
Museum Survey
Local Newspapers
23%
NHA
Industry
age, etc.
Survey
branding
Recs
NHA
Interests
How did you purchase?
Benefits:
Would you use online?
Mail
7%
How did
Phone you purchase the majority of your program tickets?
Online
11%
visitor would
information
If available,
forSure
all NHA programs?
25%you use online ticketing Not
Yes
50%
Shouldsize
we expand
our online ticketing?
Recommendation:
audience
42%
Further exposure to online options
supplies/preparations
Analyze this data throughout the summer Noseason
In Person
57%
8%
NHA
Industry
Survey
advertising
Recs
NHA Interests
How much should we charge for our services?
31
2
+
Semi-Direct
Indirect
Approach
Approach
Direct
Approach
Events
Programs
Museum
Admission
and
Rate the
the
price of admission
Rate
the
following:
Thevalue
priceof
of
admission
was:
compared
your- museum
experience.
The
pricetoo
oftolow
admission
reasonable.
Much
- - - was
- Much
too high
PoorDisagree
Value - -- -- -- -- -Great
Value
Strongly
Strongly
Agree
NHA
Industry
Survey
online ticketing
Recs
NHA Interests
1
Direct Approach
Programs Survey
Rate
value
the price
admission
comparedyou
to your
How the
do you
feelofabout
the of
value
of the programs
have
experience.
attended … inmuseum
relation to
their admission prices?
2
Poor
Poor Value
Value -- -- -- -- -- Great
Great Value
Value
Indirect Approach
3
Museum Survey
Semi-Direct Approach
Rate the following:
The price of admission was reasonable.
Strongly Disagree - - - - - Strongly Agree
NHA
Industry
Survey
pricing
Recs
NHA Interests
Museum Survey
Rate the
following:
NHA
Member?
The price ofNo
admission was
reasonable.
Yes
Strongly Disagree - - - - - Strongly Agree
NHA
Industry
Survey
pricing
Recs
Question
Routing
$
NHA Interests
Programs Survey
Pricing
Overall Satisfaction
Older age groups are moreSatisfaction with Program
Vs. Age Group
Vs. Age Group
satisfied
overall
Older age
groups are
more satisfied
with Program
Pricing
Poor Value
5
Very Satisfied
Great Value
Implications:
Programs are geared more towards
older age groups
5
4
4
3
3
2
2
1
1
Dissatisfied
OlderRecommendation:
age groups have more
Increasedisposable
focus on 26
to 35 yearincome
old age group in future
18 to 25
18 to 25
26 to 35
26 to 35
36 to 49
36 to 49
50 to 64
Age GroupAge Group
50 to 64
65+
65+
n=59
Larger Findings and Recommendations
NHA
Industry
Survey
pricing
Recs
Museum Survey
9.5%
Had difficulties with iPad
94%
64
87.5%
surveys
on Results
iPad minis
Public
Testing
55.5%
12 3Administer
AskAnalyze
Follow-Up
Questions
delay
Results
Had
no aproblem
with
Own
smartphone
or
Museum
Visitors
Had the
difficulties
with iPad
Survey
Accordingly
length of
the survey
4 Modify
Recommendation:
tablet
delay
WiFi Speed Tests Determined Best
WiFiStanding
Connectivity
Administer
‘Kiosk’Issues
Surveys in the
Location
caused
delay
Whaling Museum
NHA
Survey
Industry
Recs
recommendations
Programs Survey
Recommendations:
1,100
Sent to 5,000 people
Social Media Blasts
opened
the
email
Reminder
Emails
completed responses
Offer
Incentives
effective response rate
NHA
Industry
Survey
recommendations
Recs
Thank
You
Questions, Comments, Concerns
Question
Development
Stylistic and
Technical
Design
Two Digital
Surveys
NHA Interests
Programs
Museum Survey
Survey
Satisfaction with Program Pricing
Vs. NHA Membership Status
Non-Members
Members
1
2
3
4
5
NHA members rate their
satisfaction with the pricing of
NHA Programs more highly
than
non-members
Recommendation:
Rephrase this question for
members in future Programs
Surveys
NHA Interests
Programs Survey
Great Value
Poor Value
5
4
3
2
1
Dissatisfied
Overall Experience Rating
NHA
Industry
Satisfied
Survey
pricing
Recs
SURVEY GIZMO
SNAP SURVEYS
QUALTRICS
12
>100
Solo
Basic
Professional
Enterprise
Number of Question Types
19
19
19
19
Unlimited Responses
X
X
X
X
Logic, Actions & Piping
X
X
X
X
X
Theme Customization
X
X
X
X
X
X
X
X
X
X
Survey Building
Reporting
X
Automatic Summary Reporting
5,000 responses:
Export Reports to CSV, XLS,
X
PDF
Price
$15/mth
Export Reports to PPT
X
$35/mth
Data Encryption
X
$75/mth
X
$199/mth
X
X
5,000 reponses: $1,121/yr
X
10,000 responses: $1,646/yr
$7,000/yr
X
10,000 responses:
X
X
X
X
$13,000/yr
Customer Service
Email Support
X
X
X
X
X
X
Phone Support
X
X
X
X
X
X
X
X
Survey Development
Consultation
Sharing
X
Email Campaign
Custom Branded Links
Price
X
X
X
X
X
X
X
X
Offline Capability
X
X
X
X
X
X
Kiosk Mode
X
X
X
X
X
X
$15/mth
$35/mth
$75/mth
$199/mth
5,000 reponses: $1,121/yr
5,000 responses: $7,000/yr
10,000 responses: