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AIM Visitor Verdict benchmarking scheme - update

Over 120 museums have completed their registration for AIM’s new visitor experience benchmarking scheme, Visitor Verdict, and over 1,000 visitors have already been invited to share feedback about their visits via the online survey. The service, free to AIM members for the first two years, aims to help members become more resilient by benchmarking visitor experience measures for their museum against their peers. Insights from the service will help museums prioritise ways to improve the visitor experience, identify areas which are delivered well and those where improvement is needed, and lend weight to potential funding bids.

Visitors’ email addresses, collected by participating museums, are used to invite visitors to take part in an online survey about their visit experience and results are fed into an online reporting system. Charts and tables are produced and museums’ individual results are benchmarked against the results for similar participating museums, on an anonymised basis.  The system and data are accessible throughout the year and results are updated in ‘real time’, after each time a survey is completed.

Further information is available here or contact Sam Hunt.

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