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Evalu

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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

IndustryNHA Survey

Recs

Larger Findings and Recommendations

IndustryNHA Survey

Recs

pricing

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