Survey research is gathering information via (standardised) questionnaires (surveys). This is the method most frequently used by the Visitors Observatory. As a method, it is highly suited for the majority of the research that we conduct: evaluations, satisfaction studies, and profile research. It also allows general conclusions to be drawn about ‘the visitors’ and/or ‘the users’ of an institution.
Depending on the nature of the questions and the research context, the surveys may be conducted on paper (by mail or letter), online (via a webpage or social network site), face-to-face (on site by an interviewer), by telephone or self-administered (the respondent completes a questionnaire independently).
These methods investigate the actual behaviour of visitors. This allows aspects to be measured that would not be possible through a survey or interview. With this research method, there is no direct contact with the respondents. The greatest weakness here is probably that it provides absolutely no information on the underlying motivations, thoughts and ideas of the subjects being observed.
Observation and registration are generally performed by people (researchers or observers). In addition, measuring instruments can also be used such as cash register systems, infrared counters, cameras or more sophisticated devices.
This method is used for purposes such as evaluating exhibitions. It can also be used to gather information about the circulation and orientation of the visitors. The researcher (usually) unobtrusively records the behaviour of the visitors. There are different forms of observation:
1. Focused observation
The observer positions himself in a certain location and observes a certain part of the museum and the reactions of the visitors. This type of observation enables the investigation, for example, of how visitors use a certain space, how they react to certain elements within a group of visitors, how many people stop to watch a video, how many people read a certain text, how long this takes, etc.
Example: Project signage: observations report
2. Visitor tracking
Here, the observer does not stay in one place, but follows a visitor or a group of visitors. This labour and time intensive method provides insight into the behaviour of the visitors or users. It generates info on the so-called “cold” & “hot spots” of a museum or exhibition, the “holding power”, “attracting power” and the minimum “viewing time” for certain exhibits, as well as the types of social and physical interaction that take place (e.g., pointing out an object, discussing it with others, making jokes, taking a photo, etc.). In other words, it can provide insight into which types of activities take place in which (type of) spaces.
3. Participatory observation
A good example of participatory observation in the world of marketing is what is known as “mystery shopping”. With this type of research, a mystery shopper pretends to be an ordinary customer and documents the entire process of the visit and use. Mystery shoppers may observe, listen, make purchases, exchange items or lodge complaints. This allows them to observe part or all of the consumption process, anonymously and objectively. In this way, a mystery shopper can, for example, analyse the customer friendliness of the reception, the accessibility for the disabled, safety, etc. A variation on mystery shopping is “mystery calling” whereby various aspects of the telephone reception are analysed (customer friendliness, quality of the information provided, reachability, etc.).
Example: Telephone reception, Planetarium, 2009
With registration, measuring instruments are generally used to gather data. This method of data collection is often used in supermarkets and retail chains (for example based on barcodes), but is also used in museums and other visitors’ centres.
1. Cash register records and reservation systems
Here we think of the recording of visitor data at the cash register or the registration of data that accompanies taking reservations for groups of visitors. More and more museums are making use of integrated registration systems that have many built-in “statistical” functions. It is often overlooked how much valuable information various museums and visitors’ centres are already gathering in this way. Often it is a matter of making this data accessible in a way that is clearly organised and ready for use.
Example: free Wednesdays (KBIN-IRSN) [in Dutch 
or French ]
2. Other useful registration systems are:
Time-sampling
At certain times and places, a measurement is taken of how long the visitor lingers (museum, room, museum object, etc.). It is not a specific visitor who is followed and studied, but the (time) interaction between the visitor and an exhibit, for example. Often, time-sampling forms a part of visitor tracking or focused observation.
Traffic registration
With the help of infrared counters, the traffic is measured with regard to the number of visitors in a certain room, a hall, or in the area of a certain museum item /part of the collection.
Example: Project signage: counter report [in Dutch or French ]
