Hi Tim
We do an exit survey once a quarter with about 10-15 questions (I think -
the marketing department runs the survey).
They have a complex question that determines which of our psychographic
segments people belong to, and ask specific questions depending on what we
want to measure that quarter (eg, there might be something about the
store, or the website). We always get plenty of respondents (we do the
surveys on one free day and a couple of regular days, to get a mix of
respondents). But the key measure we try to get is the Net Promoter Score.
I'm no expert on this, but basically it's a method that divides people
into 'promoters', 'passives' and 'detractors'. You ask one question: "How
likely are you to recommend this museum to a colleague or friend?" They
answer on a scale of 0-10, where 0 is Not at all likely and 10 is
Extremely likely. 9s and 10s are your promoters.
If you asked that question, and then had a 'why or why not?' question,
you'd have a very short survey that could give you some really good
insights.
Here's a quick run-down of NPS:
http://www.netpromoter.com/np/calculate.jsp
And some instructions and a formula for calculating it in Excel:
http://www.davemitz.com/2010/06/09/calculating-net-promoter-score-with-microsoft-excel/
There's some debate about whether NPS is really as good as people think so
you'll probably want to dig around to see if it's right for you.
Hope that helps!
.
Janet Brunckhorst
Manager of Web and Digital Media
Asian Art Museum
200 Larkin Street
San Francisco, CA 94102
415.581.3667
asianart.org
From: Tim Trent <[log in to unmask]>
To: [log in to unmask]
Date: 05/04/2012 04:24 AM
Subject: Re: Visitor Surveys
Sent by: Museums Computer Group <[log in to unmask]>
Thanks Mia. Great resource. I'm interested in optimum length for a survey
and the triggers that get them filled in, too.
We want to know what we didn't do so well, and why folk choose to visit us
in the first place. We're happy to be congratulated on the good things,
but need to hear about the less good. And we want to elicit the visitor
demographics in terms of age, distance travelled, etc.
But we're mindful that people do not fill out long surveys, that's why
examples of ones that work are useful.
We're a bunch of gifted amateurs because we're all volunteers. We need to
turn good intentions into great execution
On 4 May 2012, at 12:00, Mia wrote:
> On 3 May 2012 15:52, Tim Trent <[log in to unmask]>
wrote:
>> Would some of you please be very sweet and send me OFF LIST (cos the
list doesn't do attachments and others would probably find it boring) the
simplest museum visitor surveys that you have found visitors willing to
fill out that you have found valuable?
>
> Each survey should be tailored to the particular information you want
> to find out, so it's difficult to send a generic survey. If you start
> with exactly what you want to know - ideally information you can act
> on - you might find that other people have successfully asked the same
> thing and could share from there.
>
> http://www.usabilitynet.org/tools/surveys.htm is also a good basic
resource.
>
> Cheers, Mia
> (with my UX/usability hat on)
>
> --------------------------------------------
> http://openobjects.org.uk/
> http://twitter.com/mia_out
>
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Tim Trent - Consultant
Tel: +44 (0)7710 126618
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