Big & Open Data

Characteristics

Mobile, Personalized, Visitor engagement, Behavior

Target

Increase visitor engagement, increase repeat visits and reduce dwell time

Location

Stedelijk Museum, Museumplein 10

Tailor made storytelling for museum visitors

This research will give insight in the individual visitor journeys and preferences, so museums can optimally adapt its (digital) experience to their visitor needs.

Each year, we see museums investing more in visitor engagement. A significant part of these investments are directed towards mobile interpretation, a powerful tool to reach audiences and connect with them. But what do we really know about visitor behavior and how our stories affect them?

Although visitor behavior in museums has been the subject of academic research since the early 20th century, we still know surprisingly little about their physical behavior inside our galleries. The Stedelijk has a long-established tradition on innovation of audience participation: the museum is said to be the first in the world to have created “audio tours,” in 1952. In recent years the ARtours project researched the innovation and potential of multimedia technology and augmented reality for sharing stories about the collection and entering into a new dialogue with the public. The ARtours included a number of projects on Museum Square, at LowLands pop festival and, later, an iPhone app. In conclusion of our experiments the Stedelijk organizes recurring expert meetings to discuss and share our learnings within the field of cultural heritage.

After the reopening in 2012 and more than a million visitors since, it is time to take this further. Therefore, the Stedelijk has commissioned a large visitors survey, focusing on the qualitative aspects of the visitor journey. This research will give insight in the individual visitor journeys and preferences, so the museum can optimally adapt its (digital) experience to their visitor needs. Ultimately, the Stedelijk aims to underscore these findings with quantitative data, extracted from its proprietary multimedia devices.

With at least 5% of visitors using mobile interpretation, this presents a significant population. This is exactly why the Stedelijk, in cooperation with Antenna International, is interested in testing and co-developing a solution that enables personalized experiences and eventually enables the possibility to capture data from its mobile guides.

Our partners:
Stedelijk museum Amsterdam, Antenna International en Chess Project EU