Be the first to like this
In this lightning talk we present a nationwide online Visitor Motivation Study conducted across two dozen institutional websites in 2015/16.
Based on research by John Falk, we used his predictive model of visitor experience outlined in the book as the framework for our survey. In Falk's book "Identity and the Museum Visitor Experience," he identifies five key types of visitors who attend museums and the internal motivations that drive repeat visitation: Experience Seeker; Explorer; Socializer; Recharger; Hobbyist / Professional.
The technical implementation is similar to the one used in a website visitor motivation survey by the Indianapolis Museum of Art. That survey was presented at MW in 2012.
Our project includes simultaneous surveys on 24 museum websites, pairing an IMA-style Google Analytics-powered backend with segments adapted from Falk’s motivation framework. Since the IMA’s presentation at MW 2012, studies following IMA’s methodology have been reproduced at various institutions. Our work is distinct in that it looks at the data in aggregate. Seeking to identify patterns or trends across the sector, we hope to understand the similarities and differences in our audience segments by region, population density, etc, and test Falk’s research as it applies to online audiences.