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The National Museum Website
Visitor Motivation Survey
Sarah Wambold Marty Spellerberg
Clyfford Still Museum Spellerberg As...
Art21 ○ Art Gallery of Ontario
Aspen Art Museum ○ Chicago Architecture Foundation
Chinese American Museum Los Angeles ○ Cl...
Explorer
The need to
satisfy personal
curiosity &
interest in an
intellectually
challenging
environment
Facilitator
The wi...
Sessions by Motivation, Clyfford Still Museum
Sessions by Motivation, All Participants
Thank you
Sarah Wambold Marty Spellerberg
Clyfford Still Museum Spellerberg Associates
Falk Meets Online Motivation: A Nationwide Survey Project
Falk Meets Online Motivation: A Nationwide Survey Project
Falk Meets Online Motivation: A Nationwide Survey Project
Falk Meets Online Motivation: A Nationwide Survey Project
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Falk Meets Online Motivation: A Nationwide Survey Project

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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.

Published in: Data & Analytics
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Falk Meets Online Motivation: A Nationwide Survey Project

  1. 1. The National Museum Website Visitor Motivation Survey Sarah Wambold Marty Spellerberg Clyfford Still Museum Spellerberg Associates
  2. 2. Art21 ○ Art Gallery of Ontario Aspen Art Museum ○ Chicago Architecture Foundation Chinese American Museum Los Angeles ○ Clockshop Clyfford Still Museum ○ Contemporary Art Museum St. Louis de Young Museum ○ Hammer Museum Houston Center for Contemporary Craft Institute of Contemporary Art/Boston ○ Illinois Holocaust Museum Legion of Honor ○ The Menil Collection Museum of Contemporary Art Denver Nasher Museum of Art at Duke University Nasher Sculpture Center ○ Portland Art Museum Museum of Applied Arts and Sciences Santa Cruz Museum of Art and History ○ Warhol Museum Yerba Buena Center for the Arts
  3. 3. Explorer The need to satisfy personal curiosity & interest in an intellectually challenging environment Facilitator The wish to engage in a meaningful social experience Experience Seeker The aspiration to be exposed to the things and ideas that exemplify what is best and most important within a culture or community Professional or Hobbyist The desire to further specific intellectual needs in a setting with a specific subject matter focus Recharger The yearning to physically, emotionally, & intellectually recharge in a beautiful and refreshing environment
  4. 4. Sessions by Motivation, Clyfford Still Museum
  5. 5. Sessions by Motivation, All Participants
  6. 6. Thank you Sarah Wambold Marty Spellerberg Clyfford Still Museum Spellerberg Associates

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