MHM’s tried and tested programme of visitor surveying goes beyond simple demographics to reveal the insight you need.
Smart questions paired with robust sampling makes Visitor 360° the gold standard in visitor research.
The core of Visitor 360° is a visitor survey that captures full profiling information as standard: demographics, socio-economic classification, visit history, postcodes, reason for visit and satisfaction.
But our questions also go deeper: getting to the heart of what motivates your visitors to engage with you, and what they get from engaging. We also include MHM’s Culture Segments psychographic segmentation questions, giving you both a thorough understanding of your visitors’ deep-seated needs and values, and the tools to reach them.
Our standard question bank is used nationally and internationally, ensuring comparability and the ability to benchmark against your peers.
Museum of Fine Arts, Boston. Credit: Werner Kunz.
‘Rolling’ surveys, conducted either face-to-face at the exit of your venue or accessed via QR code and completed online, are the only way to ensure validity and robustness in visitor research. Smart questions paired with our rigorous sampling and weighting processes result in data that is:
As well as data, Visitor 360° delivers real insight. At MHM, we’re constantly curious about the cultural world: we’re driven by a need to explore and explain, to bring fresh perspectives and to provoke new ideas. Audiences are our no.1 interest, so we don’t just give you the ‘what’ of who’s coming (in seasonal data tables), but always explore the ‘whys’ of their visit to you too (in succinct executive reports or in-depth insight decks). We explore the findings in depth, discuss them with you, and consider what it all means in the internal context of your organisation and the external context of wider social, tourism and economic trends.
<h2>Informing organisation-wide strategy</h2>
Based on a solid foundation of consistent and comparable data, you’ll have an in-depth understanding of your visitors and their needs. This knowledge, especially when paired with Culture Segments, enables you to identify your target audiences and engage more of them more deeply with an offer that really resonates.
You can use this insight to inform decision-making across a range of departments, to set strategies for development and to evaluate the impact of any initiatives or changes you’ve made.
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As a data-driven organization, SFMOMA values the opportunity to listen to audiences and make evidence-based decisions. At the core of our partnership however has been our Visitor 360° – an ongoing year-round visitor research project that gives a complete, accurate answer to the ever-present questions ‘who are our visitors?’
When our Visitor 360° research uncovered a decline in visitation among 18-24 year olds at the Queensland Art Gallery and Gallery of Modern Art, they asked us to focus our research on helping them reactivate this cohort. Find out how Culture Segments proved key to identifying ways to reach this age group, and how QAGOMA used research insights proactively to target and rebuild this audience.
Tekniska wanted its nostalgic video game exhibition to appeal to new and old audiences alike. For the first time, they were using a social media influencer in their promotion activity.
To find out how we can help you achieve your goals, please reach out for an informal chat. One of our consultants would be happy to discuss your situation (with no obligation).