Aim visitor verdict

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  • AIM Visitor Verdict

    Introducing a FREE visitor experience benchmarking service to improve resilience

  • 2AIM Visitor Verdict: In a nutshell

    Free visitor survey service for up to 150 independent museums

    Service provided by AIM in association with its survey partner, BDRC Continental

    Especially designed for independent 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 for first two years; designed to be sustainable at low cost thereafter

  • File location/File Name (including version)/Author/Date

    How can AIM Visitor Verdict help me?

  • 4AIM Visitor Verdict helps independent 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

  • 5Why 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

  • 6Benchmarking helps to answer these questions

    Benchmarking helps you prioritise your investment: money and time

    The key is not to prioritise what's on your schedule,

    but to schedule your priorities.

    Stephen Covey

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    How does AIM Visitor Verdict work?

  • 8Museums 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

  • 9What 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 & genderChildren with them? How old?Where do they come from?Socioeconomic statusHow often do they visit you?

    Who are our visitors?

    Over 40 ratings questions, covering a comprehensive range of visit dimensions:Overall enjoyment, value, recommendationOperations / service: incl. secondary spendInteraction: staff, interpretation, learning etc.Emotional: atmosphere, social, relaxing etc.

    What do they think of their experience?

    Do they visit / purchasein your shop or cateringfacilities?What is their average(secondary) spend?

    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 EventWhat can participating museums learn from the benchmarking exercise?

    What are the critical visit aspects? How can we become more resilient?

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    What next?

  • 12

    AIM Visitor Verdict: Schedule

    Express interest and sign up period (150 spaces) Until end July

    By early September


    Guidance packs to museums

    Service Launch

  • 13

    For further information

    +44 (0) 20 7400 0381

    +44 (0) 7980 712563

    Steve MillsDirector BDRC Continental

    +44 (0) 1460 75222

    +44 (0) 78 333 666 24

    Sam HuntHead AIM Visitor Verdict

    Amy DaviesResearch Manager, BDRC Continental

    +44 (0) 20 7400 0382

  • 14

    The Vision

    AIM Visitor Verdict is the No.1 aspirational visitor survey

    model for independent museums

    The most relevant

    survey content

    The best application of


    Foundation for all visitor