Members Only - A New Instrument for Digitized Visitor Observations (T&T)

VSA Webchat
A New Instrument for Digitized Visitor Observations (T&T)
April 19, 11am ET/ 8am PT / 5pm in Germany

Observing the course of visitors in exhibitions is still one of the most neglected methods of audience research. This is all the more regrettable as track&time-studies are relatively easy to carry out and no other method produces data which is similarly reliable. Above all, the actual total length of stay of visitors and the use of individual objects, stations, labels, videos, etc. can be documented effectively and efficiently. Specific behaviors such as the use of interactive exhibition elements, taking breaks, discussions among each other or photographing individual exhibits can also be recorded through observations beyond speculation.

Observations are therefore particularly suitable for supplementing other survey methods, such as e.g. questionnaires, expert interviews or media tracking.

The new Visitor's Behavior instrument offers a partially digitized observation option. Visitor's Behavior was developed by Dr. Lars Wohlers, an independent consultant from Germany and a long-standing VSA member. During the webinar, Lars will present the instrument in a practice-oriented manner using a fictitious example.

Almost the entire t&t-process is covered digitally by this new instrument. After a simple initial programming, it is only necessary to click on previously defined stations, panels, etc. All data acquisition, calculation processes and graphic processing are automated. A further simplification is made possible by the use of a motion-detection camera that records the course of visits, so that the evaluator can be log data compactly at any time during the working week.

A special feature is the automated embedding of the facility-specific data in the thorough-use index from Beverly Serrell. This gives the evaluators not only observation data from their own institution, but also a location in the said index, as a benchmark so to speak, in order to be able to classify their own results more globally.

The is a VSA Members-only webchat.