at the digital evaluations nha visitor catherine bonner adam karcs emily perry 16 december 2014
TRANSCRIPT
at theD
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Evalu
ati
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s NH
AVis
itor
Catherine Bonner • Adam Karcs • Emily Perry16 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
Self-Guided Learning
Visitor Expectation
s
Visitor Feedback
People
Nantucket Whaling Museum
SurveysDigital
Goals and Objectives
Objective 1: Determined state-of-the-art surveying practices in the
museumindustry
Objective 2: Examined the current and preferred visitor evaluation methods
of the
Industry
Nantucket Historical Association
Objective 3: Developed a suite of technology-assisted instruments
NHA
Objective 4: Provided for the use and maintenance of the instruments developed.
survey
Survey
recommendations
Recs
Initial Findings
IndustryNHA Survey
Recs
Programs Visitor Experience
Membership
Communications
Education Curating Research
Staff Interviews
Visitor Expectations
Museum ScopeDiversity
Non-Visitation
Outcomes-Based Evaluation
Grant Writing
Ages of VisitorsDiscovery Room
Field Trip Satisfaction
Price of MembershipSource of Member
AcquisitionEmailed Surveys
Satisfaction with Programs
AdvertisingPaper Surveys
Online Ticketing
AdvertisingSocial Media
Branding
Marketing AvenuesPrice of Admission
Standing iPad Surveys
Primary Needs
Emailed Surveys
Satisfaction with Programs Pricing
Standing iPad Surveys
Advertising
BrandingOnline Ticketing
Discovery RoomMuseum ScopeOutcomes-Based Evaluation
Qualtrics
Survey Gizmo
Snap Surveys
Survey Monkey
NHA SurveyRecs
Features
Price
Survey Provider Games
Industry
Surveys Created
Initial Membership
Museum Survey
2014 NHA Programs Survey
Individual Programs Survey
Membership Renewal Survey
IndustrySurvey
RecsNHA
Museum Survey
Collect useful information about the visiting body, as well as feedback regarding the
museum’s exhibitions, galleries, and daily programs
Programs Survey
Collect program attendees’ opinions on the previous year’s public programs, as well as generate feedback to guide the next year’s
programming
NHA Interests
IndustryNHA Survey
Recs
Nantucket Whaling Museum
NHA
1800 HouseGreater
LightOldest House
Quaker Meeting House
…
NHA
Nantucket Whaling Museum
branding
NHA Interests
IndustryNHA Survey
Museum Survey
Have you visited any of the other NHA historic sites available with your All-Access Pass?
• Yes• No, but I plan to• No, and I don’t plan
to
Subtle Advertisement
If you would like to stay up-to-date on Nantucket Historical Association events … please provide your email address below:
Encouragement of Further Participation
13.6% Provided an Email Address
Recs
Recommendation:Continue requesting email
addresses
branding
NHA Interests
IndustryNHA Survey
Recs
Programs Survey
13 out of 15 questions contained the acronym “NHA”
Not-So-Subtle Advertisement
branding
Which of the following types of NHA programs have you attended … and/or do you plan to
attend…?
Subtle Advertisement
• Concerts• Festivals• Parties• Etc.
Comments On:
ProgramsMuseum ExhibitsUse of Historic SitesValue of
Membership
branding
NHA Interests
IndustryNHA Survey
Recs
Programs Survey
Results from Open Text Responsesn = 25
Respondents are aware of the scope
of the brand
branding
NHA Interests
Methods/Modes of advertisement
IndustryNHA Survey
Recs
NHA Material
Visit/VoiceNewspapers
Programs SurveyNHA Flyers
9%
NHA Website (nha.org)12%
NHA E-newsletter20%
Local Newspapers 23%
MahonAboutTown13%
Other
“How do you usually hear about NHA Programs?”
Recommendations
:
Future years
By residency, age, etc.
Museum Survey
advertising
NHA Interests
Benefits:
visitor information
audience size
supplies/preparations
How did you purchase the majority of your program tickets?
Industry
Recommendation:Further exposure to online options
Analyze this data throughout the summer season
NHA SurveyRecs
If available, would you use online ticketing for all NHA programs?
On-line25%
In Person57%
Phone11%
Mail7%
How did you purchase? Would you use online?
Yes50%
No8%
Not Sure42%
Should we expand our online ticketing?
online ticketing
NHA Interests
IndustryNHA Survey
Recs
How much should we charge for our services?Programs
and
Events
Museum Admission+
1 Direct Approach
The price of admission was:Much too low - - - - - Much too high
2 Indirect Approach
Rate the value of the price of admission compared to your
museum experience.Poor Value - - - - - Great Value
3 Semi-Direct Approach
Rate the following:The price of admission was reasonable.
Strongly Disagree - - - - - Strongly Agree
NHA Interests
IndustryNHA Survey
Recs
1 Direct Approach
2 Indirect Approach
3 Semi-Direct Approach
Museum Survey
Programs Survey
Rate the value of the price of admission compared to your museum experience.
Poor Value - - - - - Great Value
Rate the following:The price of admission was reasonable.
Strongly Disagree - - - - - Strongly Agree
How do you feel about the value of the programs you have attended … in relation to their
admission prices?Poor Value - - - - - Great Value
pricing
NHA Interests
IndustryNHA Survey
Recs
Rate the following:The price of admission was
reasonable.Strongly Disagree - - - - - Strongly Agree
Museum Survey
NHA Member?No
Yes
Question Routing$
pricing
NHA Interests Programs Survey
18 to 25 26 to 35 36 to 49 50 to 64 65+
54321
Age Group
Satisfaction with Program Pricing
Vs. Age Group
18 to 25 26 to 35 36 to 49 50 to 64 65+
54321
Age Group
Overall SatisfactionVs. Age Group
Poor Value
Great Value
Very Satisfied
Dissatisfied
Implications:Programs are geared more towards older age groups
Older age groups have more disposable income
Recommendation:Increase focus on 26 to 35
year- old age group in future
Older age groups are
more satisfied with
Program Pricing
Older age groups are more satisfied overall
n=59
recommendations
IndustryNHA Survey
Recs
Museum Survey
Public Testing Results
Administer surveys on iPad minis
1 Ask Follow-Up Questions2 Analyze Results3Modify Survey Accordingly4
64Museum Visitors
87.5%Own a smartphone
or tablet
55.5%Had difficulties with
iPad delayWiFi Speed Tests Determined Best Location
Recommendation:Administer Standing ‘Kiosk’
Surveys in the Whaling Museum
94%Had no problem with
the length of the surveyWiFi Connectivity Issues
caused delay
9.5%Had difficulties with
iPad delay
recommendations
IndustryNHA Survey
Recs
1,100 opened the
emailSent to 5,000 people59
completed responses5.36%
effective response rate
Programs Survey
Recommendations:
Social Media BlastsReminder EmailsOffer Incentives
Thank You
Director of Visitor Experience
Manager of Visitor Operations
Membership Coordinator
Manager of Education
Public Programs Coordinator
Communications Coordinator
FR & Research Prospect
Coordinator
Robyn and John Davis Chief
Curator
Collections & Systems Manager
Photograph Archives Specialist
Admin Assistant & Soup Specialist
And Many Museum
Marjan Shirzad
Katie Schoorl
Molly Mcllvaine
Claire White
Corey Fabian Borenstein
Lindsay Scouras
Karyn Lindsay
Michael Harrison
Tony Dumitru
Ralph Henke
Julianne Kever
Interpreters
Questions, Comments, Concerns
Question Developm
ent
Stylistic and
Technical Design
Two Digital
Surveys
NHA Interests Museum Survey
Non-Members Members
1 2 3 4 5
Satisfaction with Program Pricing Vs. NHA Membership Status
NHA members rate their satisfaction with the
pricing of NHA Programs more highly than non-
membersRecommendation:
Rephrase this question for members in future
Programs Surveys
Programs Survey
NHA Interests
IndustryNHA Survey
Programs Survey
5
4
3
2
1
Recs
pricing
Dissatisfied SatisfiedOverall Experience
Rating
Poor Value
Great Value
SURVEY GIZMO SNAP SURVEYS QUALTRICS
Solo Basic Professional Enterprise
Survey Building
Number of Question Types 19 19 19 19 12 >100
Unlimited Responses X X X X
Logic, Actions & Piping X X X X X
Theme Customization X X X X X
Reporting
Automatic Summary Reporting X X X X X X
Export Reports to CSV, XLS,
PDF X X X X X X
Export Reports to PPT X X
Data Encryption X X X X
Customer Service
Email Support X X X X X X
Phone Support X X X X X X
Survey Development
Consultation X X
Sharing
Email Campaign X X X X X
Custom Branded Links X X X X
Offline Capability X X X X X X
Kiosk Mode X X X X X X
Price $15/mth $35/mth $75/mth $199/mth5,000 reponses: $1,121/yr
10,000 responses: $1,646/yr
5,000 responses: $7,000/yr
10,000 responses:
$13,000/yr
Price $15/mth $35/mth $75/mth $199/mth5,000 reponses: $1,121/yr
10,000 responses: $1,646/yr
5,000 responses:
$7,000/yr
10,000 responses:
$13,000/yr