AIM Visitor Verdict
Introducing a FREE visitor
experience benchmarking
service to improve resilience
2
AIM Visitor Verdict: In a nutshell
Free visitor survey service for up
to 150 independent museums
Service provided by AIM...
File location/File Name (including version)/Author/Date
How can AIM Visitor
Verdict help me?
4
AIM Visitor Verdict helps independent museums become
more resilient. Your benchmarked survey results can…..
Lend weight ...
5
Why do I need to benchmark my visitor survey results?
How am I performing compared with other
museums similar to mine?
A...
6
Benchmarking helps to answer these questions
Benchmarking helps you prioritise
your investment: money and time
“The key ...
File location/File Name (including version)/Author/Date
How does AIM Visitor
Verdict work?
8
Museums collect visitor email addresses*
A user-friendly online system (no need for on-site interviewers!)
The Process
M...
9
What areas will the survey cover?
What are their motivations
for visiting you and needs
when they get there?
Which commu...
10
You will receive practical support
Guidance pack
• Email collecting practicalities and advice
• Online report interpret...
File location/File Name (including version)/Author/Date
What next?
12
AIM Visitor Verdict: Schedule
Express interest and sign up
period (150 spaces)
Until end July
By early September
Octobe...
13
For further information
+44 (0) 20 7400 0381
+44 (0) 7980 712563
steve.mills@bdrc-continental.com
Steve Mills
Director ...
14
The Vision
‘AIM Visitor Verdict’
is the No.1 aspirational visitor survey
model for independent museums
The most
relevan...
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Aim visitor verdict

  1. 1. AIM Visitor Verdict Introducing a FREE visitor experience benchmarking service to improve resilience
  2. 2. 2 AIM Visitor Verdict: In a nutshell Free visitor survey service for up to 150 independent museums Service provided by AIM in association with its survey partner, BDRC Continental Especially designed for independent museums Results for your museum anonymously benchmarked against similar museums Taking best practice from the existing ALVA Visitor Experience Benchmarking Survey 100% funded by Arts Council England for first two years; designed to be sustainable at low cost thereafter
  3. 3. File location/File Name (including version)/Author/Date How can AIM Visitor Verdict help me?
  4. 4. 4 AIM Visitor Verdict helps independent museums become more resilient. Your benchmarked survey results can….. Lend weight to funding bids Help to attract and retain sponsors / investors Help improve the Visitor Experience • Learn from ‘best in class’ • Prioritise areas for improvement • Identify what is delivered very well • Guide staff training and suppliers Inform marketing and communications messages and strategy Inform admissions and other pricing decisions Raise standards across the sector by sharing best practice and experiences
  5. 5. 5 Why do I need to benchmark my visitor survey results? How am I performing compared with other museums similar to mine? Are my results strong or weak and on which visit aspects? Which of these visit aspects most influence the overall visitor experience? Which are the most important to get right? Visitor research in isolation often leaves two unanswered questions
  6. 6. 6 Benchmarking helps to answer these questions Benchmarking helps you prioritise your investment: money and time “The key is not to prioritise what's on your schedule, but to schedule your priorities.” Stephen Covey
  7. 7. File location/File Name (including version)/Author/Date How does AIM Visitor Verdict work?
  8. 8. 8 Museums collect visitor email addresses* A user-friendly online system (no need for on-site interviewers!) The Process Museums upload these contacts to a secure website periodically* Survey invites automatically sent out by email Results available to you privately, online (using passwords) in chart form. Versus benchmarks - size, type, free/paid etc. * Guidance notes are provided to you on how to do this
  9. 9. 9 What areas will the survey cover? What are their motivations for visiting you and needs when they get there? Which communications channels influenced them? Why are they here? Age & gender Children with them? How old? Where do they come from? Socio–economic status How often do they visit you? Who are our visitors? Over 40 ratings questions, covering a comprehensive range of visit dimensions: Overall enjoyment, value, recommendation Operations / service: incl. secondary spend Interaction: staff, interpretation, learning etc. Emotional: atmosphere, social, relaxing etc. What do they think of their experience? Do they visit / purchase in your shop or catering facilities? What is their average (secondary) spend? What do they do in your museum?
  10. 10. 10 You will receive practical support Guidance pack • Email collecting practicalities and advice • Online report interpretation Ongoing support • Technical • Interpretation advice Shared Practice Event What can participating museums learn from the benchmarking exercise? • What are the critical visit aspects? • How can we become more resilient?
  11. 11. File location/File Name (including version)/Author/Date What next?
  12. 12. 12 AIM Visitor Verdict: Schedule Express interest and sign up period (150 spaces) Until end July By early September October Guidance packs to museums Service Launch
  13. 13. 13 For further information +44 (0) 20 7400 0381 +44 (0) 7980 712563 steve.mills@bdrc-continental.com Steve Mills Director BDRC Continental +44 (0) 1460 75222 +44 (0) 78 333 666 24 henleymanor@btinternet.com aimadmin@aim-museums.co.uk Sam Hunt Head ‘AIM Visitor Verdict’ Amy Davies Research Manager, BDRC Continental +44 (0) 20 7400 0382 amy.davies@bdrc-continental.com
  14. 14. 14 The Vision ‘AIM Visitor Verdict’ is the No.1 aspirational visitor survey model for independent museums The most relevant survey content The best application of insight Foundation for all visitor research

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