Visitor 360° rolling research

The international standard in visitor surveys.

  • Deeper insight for audience development

  • Meaningful measures of visitor outcomes

  • Practical strategic recommendations

The Visitor 360° value chain

Better questions > our bank of over 100 smart questions, developed with world-leading museums, galleries, libraries and heritage sites sets the gold-standard in the sector.

Better sampling > only our year-round, rolling data collection, our refusal monitoring and our multi-language questionnaires can produce a truly representative sample.

Better weighting > our unique triple-weighting: by daily footfall; by refusal profile; and by frequency cohort produces results with unrivalled accuracy.

Better data > our data is validated, cross-checked and back-checked before being added to a growing databank of your visitors that can be interrogated and mined.

Better analysis > we add value by modelling visitor behaviour, visitor need states, visitor motives and visitor outcomes: we even have 12 states of visitor satisfaction.

Powerful segmentation > our Culture Segments system explains how the eight different segments engage and relate to you and your programme and how to reach them.

Deeper insight > we can tell you the 'why' of visitor behaviour, not just the who, the what and the when: we identify patterns, track trends and get inside visitors' heads.

Meaningful measures > we report more than the basic KPIs, we measure outputs and outcomes against your objectives and strategies: the measures that matter to all staff.

Comprehensive benchmarking > as more institutions join the Visitor 360° standard for rolling research, benchmarking across all 100+ questions gets ever richer nationally and internationally.

Clearer implications > we don't just report findings, we add context, drawing on our experience and thorough sector knowledge: we see threats and spot opportunities.

Strategic recommendations > we propose practical, actionable ways to improve your performance and achieve your objectives: we present to leaders, funders and boards.

Readable reports > our visual reporting is designed to be read, understood and, more importantly, acted upon by staff across the whole organisation.

Join the Visitor 360° group

The Visitor 360° group began in London, pioneered by the British Museum in 2005. Since then it has grown to include Tate, the V&A, National Gallery, National Portrait Gallery, National Army Museum, Natural History Museum, the Science Museum Group, Imperial War Museums, Museum of London, Museum of London Docklands and all the London 'nationals' who form a powerful core to our benchmarking group.

Visitor 360° initially spread to Scotland and the UK regions and now includes a dozen major institutions in Europe, the USA, Australia and New Zealand. You are welcome to join.

This offers you the possibility to benchmark not only locally, but with selected museums and galleries internationally; GoMA in Brisbane and NGV in Melbourne with Tate Modern in London; a cluster of maritime museums from Auckland to Fremantle to Greenwich; or natural history museums from Christchurch, Sydney, London and Stockholm. All asking the same smart questions, all sharing the same rich data, building reciprocal links and inspiring each others' success.

Common platform, bespoke options

At the heart of Visitor 360° is the Common Platform - a bank of over 100 very smart questions about our visitors from which you can select to build the best questionnaire you've ever had.

The answers to these questions feed directly in to our illuminating models of visitor behaviour, drive the ground-breaking segmentation system and produce a stunning range of useful and sophisticated measures of performance and success that go way beyond the usual.

Within this framework, there are plenty of options to customise and there is still room to add your unique, bespoke questions too.

Same questions, different budgets

Behind the Common Platform, is a clever modular structure with options to fit most budgets.

Take data collection for example. For some members of the Visitor 360° group, we provide fully trained professional interviewers (we employ over 100) to conduct their exit questionnaires. For others, we have trained and accredited their staff or volunteers to do that job. For still others, they use our lower-cost assisted self-completion method which saves time and money while remaining completely representative.

The same is true of reporting, with options for quarterly, annual and exhibition period reports at three levels of detail, so you only pay for what you actually need. There are economies of scale for multiple venues and variables in sample size, questionnaire length and segmentation that give us many ways to tailor a package to your specific needs and fixed budget.

Whatever your budget and how it's been tailored, you'll still reap the benefits of the Common Platform and have access to the same data and the same kind of insight as some of the world's leading museums, galleries and libraries.


A co-founder of Morris Hargreaves McIntyre, Andrew is one of the UK’s leading authorities on...

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