NSCF Conference When do visitors learn at science centres?
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Transcript of NSCF Conference When do visitors learn at science centres?
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NSCF ConferenceWhen do visitors learn at
science centres?
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NSCF ConferenceWhen do visitors learn at
science centres?
Asger Høeg
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NSCF ConferenceWhen do visitors learn at
science centres?
Asger Høeg
Executive Director of Experimentariumsince April 1988
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External Associate Professors
atCopenhagen Business School
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External Associate Professors
atCopenhagen Business School
Member of the Norwegian Science Centre Committee
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Since we ate the apple from the Tree of Knowledge in the Garden of Eden some 30.000
years ago, mankind has experienced a development in technology, never seen
before on Earth
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With the help of technology, we have climbedthe Pyramid ofMaslow
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Today, the young people of the Western World is sitting on the
very top of the Pyramid of Maslow, with only one challenge:
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Today, the young people of the Western World is sitting on the
very top of the Pyramid of Maslow, with only one challenge:
How to realize them selves!!
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In the old days,we spent most of our time to
REPRODUCEour selves
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In the old days,we spent most of our time to
REPRODUCEour selves
In the future,we will spent all our time to
REALIZEour selves!!
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Visitors to science centres learn something when the outcome of the visit is not only an experience but a
transformational experience
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The next slide is extremely important!
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The next slide is extremely important!
And tells all aboutthe Progression
of the economic valueof an offering
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Extract commodities
Make goods
Deliver services
Stage experiences
Pricing
Competitiveposition Needs of
customers
PremiumMarket
Differen-Tiated
Blue Ocean
ReadoceanUndiffe-rentiated
Relevant to
Irrelevantto
Guide transfor-mation
Customize
Customize
Customize
Customize
Commoditize
Commoditize
Commoditize
Commoditize
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Science centres must focus on being sure that our visitors not
only get an experience but get a transformational experience
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Science centres must focus on being sure that our visitors not
only get an experience but get a transformational experience
It is the magic step from an experience to a transformational experience that characterize a
science center
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The visitors to a science centre are aspirants
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The visitors to a science centre are aspirants
They come to learn more about science and technology
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The visitors to a science centre are aspirants
They come to learn more about science and technology
They visit us to come one step further in their self realization
process
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Slogan before 2006:
Experimentarium -a new experienceevery time
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Now, the slogan is:
Experimentarium -funny enoughyou getsmarter!
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The customer is the product!
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You stage an experienceto a guest
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You stage an experienceto a guest
You guide an aspirantthrough a transformation
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To guide an aspirantthrough a transformationPine & Gilmore suggest
that it requires three phases
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To guide an aspirantthrough a transformationPine & Gilmore suggest
that it requires three phases
Diagnose aspirations
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To guide an aspirantthrough a transformationPine & Gilmore suggest
that it requires three phases
Diagnose aspirationsStage the experience
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To guide an aspirantthrough a transformationPine & Gilmore suggest
that it requires three phases
Diagnose aspirationsStage the experience
Follow through
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Absorption
Immersion
Passiveparticipation
Activeparticipation
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Absorption
Immersion
Passiveparticipation
Activeparticipation
Entertainment
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Absorption
Immersion
Passiveparticipation
Activeparticipation
Entertainment Educational
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Absorption
Immersion
Passiveparticipation
Activeparticipation
Entertainment Educational
Aesthetic
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Absorption
Immersion
Passiveparticipation
Activeparticipation
Entertainment Educational
Aesthetic Escapist
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When you conceive your transformational experience, make sure that all four kind of experiences are included
in your offering
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When you conceive your transformational experience, make sure that all four kind of experiences are included
in your offering
Then the visitor is in the “Sweet Spot”
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When you conceive your experience,remember
the four “S”
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Customer satisfaction=
What customers perceives he gets
- What customers expected to
get
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Customer sacrifice=
What customer wantsexactly
-What customer settles for
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Customer surprise=
What customer gets to perceive-
What customer expects to get
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Customer suspense=
What customer does not yet know
-What customer remembers from
past
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Increase customer satisfaction
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Increase customer satisfaction
Eliminate customer sacrifice
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Increase customer satisfaction
Eliminate customer sacrifice
Create customer surprise
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Increase customer satisfaction
Eliminate customer sacrifice
Create customer surprise
Built up customer suspense
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Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
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Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
Curiosity
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Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
CuriosityVirtuosity
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Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
CuriosityVirtuositySociality
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Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
CuriosityVirtuositySocialityNurturing
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Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
CuriosityVirtuositySocialityNurturingSuffering!
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Mihaly Csikszentmihalyi
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Mihaly Csikszentmihalyi
Have introduced the concept ofFLOW!
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Mihaly Csikszentmihalyi
Have introduced the concept ofFLOW!
100% involved, focused and concentrated
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Mihaly Csikszentmihalyi
Have introduced the concept ofFLOW!
100% involved, focused and concentrated
Having a feeling of ecstacy and superior to everyday life
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Feel in control
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Feel in controlYes, you can!
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Feel in controlYes, you can!
Forgets all around you
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Feel in controlYes, you can!
Forgets all around youNo feeling of time
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Feel in controlYes, you can!
Forgets all around youNo feeling of time
Having an inner motivation
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In short terms:
If you challenge the visitor to some extend
- and she is capableto meet this challenge –
a feeling of flow starts growing
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Anne Kahr, The University of Southern Denmark
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Anne Kahr, The University of Southern Denmark
EgoTrap, an experience machine
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Anne Kahr, The University of Southern Denmark
EgoTrap, an experience machine
If you create a narrative frame around a visit to a science
centre, the motivation is much stronger
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And if you show interestin the visitor,
she becomes more interestedin experimenting the exhibits
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The last theoretical suggestion
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The last theoretical suggestion
The narrative frame must be”a good story”
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The last theoretical suggestion
The narrative frame must be”a good story”
And a good story has a peak
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The last theoretical suggestion
The narrative frame must be”a good story”
And a good story has a peak
And happy ending
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So, when do visitors learn at science centres?
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So, when do visitors learn at science centres?
If the teacher has got some help, so she can prepare the
visit to the science centre
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So, when do visitors learn at science centres?
If the teacher has got some help, so she can prepare the
visit to the science centre
If the science centre defines a narrative frame for the visit
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If the exhibition try to assess the visitor by asking some
questions
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If the exhibition try to assess the visitor by asking some
questions
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If the exhibition try to assess the visitor by asking some
questions
And then suggest what exhibits to experiment with
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If the exhibition puts the visitor in the focus of the experiences
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If the exhibition puts the visitor in the focus of the experiences
If the experiences are surprising, entertaining, educational, aesthetic,
escapistic
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If the exhibition puts the visitor in the focus of the experiences
If the experiences are surprising, entertaining, educational, aesthetic,
escapistic
If the visitor feels satisfied
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If the visitor is challenged,but not too much
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If the visitor is challenged,but not too much
If the visitor is guided with suggestions and
recommandations
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If the visitor is challenged,but not too much
If the visitor is guided with suggestions and
recommandations
If the visitor back homegets a follow up
from the science center
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Strong exhibits
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Strong exhibitsThe Lie Detector
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Strong exhibitsThe Lie Detector
The Infrared Camera
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Strong exhibitsThe Lie Detector
The Infrared CameraThe Genetic Mirror CabinetThe Co2 Fingerprint of your Everyday Consumer Product
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Strong exhibitsThe Lie Detector
The Infrared CameraThe Genetic Mirror CabinetThe Co2 Fingerprint of your Everyday Consumer ProductThe White part on your TV
picture
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Strong exhibitsThe Lie Detector
The Infrared CameraThe Genetic Mirror CabinetThe Co2 Fingerprint of your Everyday Consumer ProductThe White part on your TV
pictureThe Hopscotch Piano
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Strong exhibitsThe Lie Detector
The Infrared CameraThe Genetic Mirror CabinetThe Co2 Fingerprint of your Everyday Consumer ProductThe White part on your TV
pictureThe Hopscotch Piano
Memory
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Group of exhibits telling the same story
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Group of exhibits telling the same story
The slinky
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Group of exhibits telling the same story
The slinkySound patterns
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Group of exhibits telling the same story
The slinkySound patternsThe hot air tube
See the tones of a guitar
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Group of exhibits telling the same story
The earth quake simulator
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Group of exhibits telling the same story
The earth quake simulatorBuilt a house and see if it is
earth quake proofed
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Group of exhibits telling the same story
The earth quake simulatorBuilt a house and see if it is
earth quake proofedSee the tectonic plates moving
during the last 400 million years
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Group of exhibits telling the same story
The earth quake simulatorBuilt a house and see if it is
earth quake proofedSee the tectonic plates moving
during the last 400 million yearsTangible Earth
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What can we really do the be sure that most of our visitors learn at the science centre?
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The answer my friend, is not blowing in the wind
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The answer my friend, is not blowing in the wind
The personal exhibition!
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The answer my friend, is not blowing in the wind
The personal exhibition!
Or should we call itThe individual Exhibition
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John Falk talked about 5 categories of visitors
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John Falk talked about 5 categories of visitors
I suggest that we try to give each visitor an individual
experience that transforms the visitor
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The Individual Exhibition
An individual webpage is created for the regular visitors
All digital information occurring during the visit is saved on the
webpage
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The webpage guides, challenge, helps, forms the narrative frame, follow up at home
etcetera
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The webpage guides, challenge, helps, forms the narrative frame, follow up at home
etcetera
The Nordic and Baltic science centres should work together to
develop The Individual Exhibition
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And a last comment on a very personal idea
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And a last comment on a very personal idea
The Gesamt Concept
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And a last comment on a very personal idea
The Gesamt Concept
Inspired by Richard Wagner
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A science centre should include elements from other cultural
institutions
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A science centre should include elements from other cultural
institutions
Living animals from Zoos
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A science centre should include elements from other cultural
institutions
Living animals from ZoosArt from art museum
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A science centre should include elements from other cultural
institutions
Living animals from ZoosArt from art museum
Artifacts from Natural History Museums
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A science centre should include elements from other cultural
institutions
Living animals from ZoosArt from art museum
Artifacts from Natural History Museums
Artifacts from Technical Museums
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A science centre should include elements from other cultural
institutions
Fish from Oceanariums
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A science centre should include elements from other cultural
institutions
Fish from OceanariumsHistorical Icons from the
National Museum
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A science centre should include elements from other cultural
institutions
Fish from OceanariumsHistorical Icons from the
National MuseumAnd amusement elements from
Tivoli
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Thank you very muchfor your patience!!