AIM Visitor Verdict from BDRC Continental
14
AIM Visitor Verdict Introducing a FREE visitor experience benchmarking service to improve resilience March 2014
-
Upload
katherine-lake -
Category
Business
-
view
1.273 -
download
0
Transcript of AIM Visitor Verdict from BDRC Continental
AIM Visitor Verdict
Introducing a FREE visitor
experience benchmarking
service to improve resilience
March 2014
2
AIM Visitor Verdict: In a nutshell
Free visitor survey service for up
to 230* AIM member museums
Service provided by AIM in association with its
survey partner, BDRC Continental
Especially designed for museums
Results for your museum anonymously
benchmarked against similar museums
Taking best practice from the existing ALVA Visitor
Experience Benchmarking Survey
100% funded by Arts Council England until the
end of September 2015; designed to be
sustainable at low cost thereafter
*150 original places supplemented by an additional 80 places made available in March 2014
File location/File Name (including version)/Author/Date
How can AIM Visitor Verdict help me?
4
AIM Visitor Verdict helps museums become more resilient. Your benchmarked survey results can…..
Lend weight to funding bids
Help to attract and retain sponsors / investors
Help improve the Visitor Experience
• Learn from ‘best in class’
• Prioritise areas for improvement
• Identify what is delivered very well
• Guide staff training and suppliers
Inform marketing and communications messages and strategy
Inform admissions and other pricing decisions
Raise standards across the sector by sharing best practice and experiences
5
Why do I need to benchmark my visitor survey results?
How am I performing compared with other
museums similar to mine?
Are my results strong or weak and on which
visit aspects?
Which of these visit aspects most influence the
overall visitor experience?
Which are the most important to get right?
Visitor research in isolation often leaves
two unanswered questions
6
Benchmarking helps to answer these questions
“The key is not to prioritise
what's on your schedule,
but to schedule your
priorities.”
Stephen Covey
File location/File Name (including version)/Author/Date
How does AIM Visitor Verdict work?
8
Museums collect visitor email addresses*
A user-friendly online system (no need for on-site interviewers!)
The Process
Museums upload these contacts to a secure
website periodically*
Survey invites automatically sent out by email
Results available to you privately, online
(using passwords) in chart form.
Versus benchmarks - size, type, free/paid etc.
* Guidance notes are provided to you on how to do this
9
What areas will the survey cover?
What are their motivations for visiting you and needswhen they get there?
Which communicationschannels influenced them?
Why are they here?
Age & gender
Children with them? How old?
Where do they come from?
Socio–economic status
How often do they visit you?
Who are our visitors?
Over 40 ratings questions, covering a comprehensive range of visit dimensions:
Overall enjoyment, value, recommendation
Operations / service
Interaction: staff, interpretation, learning etc.
Emotional: atmosphere, social, relaxing etc.
What do they think of their experience?
Do they visit / purchase
in your shop or catering
facilities?
How long do they visit for?
What do they do in your museum?
10
You will receive practical support
Guidance pack
• Email collecting practicalities and advice
• Online report interpretation
Ongoing support
• Technical
• Interpretation advice
Shared Practice Event
What can participating museums learn from the
benchmarking exercise?
• What are the critical visit aspects?
• How can we become more resilient?
File location/File Name (including version)/Author/Date
What next?
12
AIM Visitor Verdict: Steps to Sign Up
80 new places released March 2014
Sign up as soon as possible to secure your place
Download ‘Sign Up’ proforma from www.aimvisitorverdict.com
Complete and return to Tamalie Newbery
Step
1
Receive e-mail invitation to complete registration onlineStep
2
Receive start-up guidance notes and login details for the online systemStep
3
13
For further information
+44 (0) 20 7400 0381
+44 (0) 7980 712563
Steve MillsDirector BDRC Continental
+44 (0) 777 333 6164
Tamalie NewberyAIM Executive Director
Amy RandleResearch Manager, BDRC Continental
+44 (0) 20 7400 0382
14
The Vision
‘AIM Visitor Verdict’ is the No.1 aspirational visitor survey model for
independent and local authority museums
The most
relevant
survey content
The best
application of
insight
Foundation
for all visitor
research
