Improving the visitor experience at any attraction or museum can be challenging, particularly if we lack details on what the visitor wants or what their expectations are. This is the real value in a properly conducted visitor feedback survey.
Like other products and services, museums have brand perceptions. Understanding what those perceptions are can help get and keep marketing efforts on track.
Fortunately, digital technology makes this easier than ever. The question, however, is how should a visitor feedback survey be conducted to get the best results.
There are indications of kiosk survey’s conducted on site that may provide the most reliable results.
Why A Kiosk Survey Provides so Much Value
There are a variety of reasons surveying visitors on-site immediately following their visit via a survey kiosk can pay dividends.
- It removes the human element of a one-on-one survey that may influence results.
- The survey takes place immediately following the visit when details are fresh and the emotions of the visit may be better accessed.
- An on-site kiosk has the perception of greater security for personal information than other online survey vehicles.
- Survey questions can be changed or adjusted quickly.
- Questions can be open-ended and not limited to multiple choice.
- A specific on-site kiosk demonstrates to visitors you care about and value their opinions.
On-site paper surveys, follow-up email surveys, and social media surveys simply do not provide all of these benefits. For those looking to improve the quality and value of a visitor feedback survey, on-site kiosks should be carefully considered.
Quantify Visitor Experience
A key element in a kiosk survey is asking thought-provoking questions that provide insight and better quantify the visitor experience. Placing a kiosk survey that asks these questions about the feelings, thoughts, and emotions the visitor has at the end of their visit provides deeper insights. These questions can help better target the person taking the survey and other like-minded people for future visits.
Include questions like:
- “What words would you use to describe your visit?”
- “What exhibit most caught your attention and why?”
- “How would you compare your visit with visits to other museums?”
- “Describe the people visiting with you today.”
- “Was there an aspect of your visit that did not meet your expectations?”
- “What prompted your visit today?”
Segment Your Visitors and Expand Your Reach
As data is collected from your visitors, and you discover the types of questions that work best for you, you can begin to segment visitor data by who is visiting and what exhibits appeal to them. By requesting emails, lists can even be sorted and shared with different departments like membership, research, and volunteers. This may not only help you in planning what exhibits to bring in, but you will have a ready-made targeted list to use to market to these segments in the future. As time passes, your lists will become better defined, larger and increasingly valuable.
Along with segmenting lists, a general newsletter can be created keeping everyone connected to news and events at the museum.
Making the Visitors Feel Valued
Asking your visitors for their feedback and opinions can help them feel appreciated and valued. Adding an incentive can improve the quality and quantity of response. A discount on a future visit or a gift card for the gift shop can have a high perceived value. The key to an on-site kiosk survey is to build better relationships with your visitors and to better know them and why they visit. You then have a more powerful tool in reaching them.
Like other products and services, museums really don’t own their own brand. It is the consumer who uses their experiences to build that brand. Knowing how they perceive your brand can help you better meet and exceed their expectations.