The Metascattergram — An Aggregation of Tracking-Timing Data For Benchmarks of “Thorough Use” Zone SRI %DV Description A > 300 < 25% Sweeping glances, few stops B > 300 >25-50% Fast sweep rates, but above average diligent visitors C < 300 < 25% Slow sweep rates, but many exhibits skipped D < 300 >25-50% Many exhibits attracted attention E < 300 > 50% Exceptionally thoroughly used The Big Idea The metascattergram deﬁnes exhibition engagement with two new metrics (SRI and DV) that enable visitor studies researchers to compare “thorough use” of exhibitions across projects and time. Compare exhibitions across types and sizes The two metrics of sweep rate and diligent visitors provide evidence of outcomes and facilitate comparisons of data across projects. The Metascattergram displays aggregated data based on direct, unobtrusive observations of visitor behavior gathered in 65 tracking-and-timing studies. SRI SWEEP RATE INDEX The lower the SRI, the more time visitors spent in the exhibition per square foot. SRI = square feet divided by average time. SRI Benchmark is 300 DV DILIGENT VISITORS The higher the %DV, the more the exhibition was thoroughly used by visitors. DV = visitors who stopped at more than half of the exhibits. DV Benchmark is 25% To what extent did your exhibition entice visitors to pay attention? • Use sweep rate and diligent visitor metrics to summatively evaluate an exhibition and plan the next new one to exceed the benchmarks. . • The longer visitors spend in an exhibition, the more opportunities they create for themselves to have meaningful experiences • The direct measures of visitors’ time spent and stops made at displays are the most basic evidence of engagement. CREDITS: A Furniture City, Grand Rapids Public Museum B Vanishing Animals, Aquarium of the Paciﬁc (Long Beach, CA) C Denaina, Anchorage Museum D Kerry James Marshall, Museum of Contemporary Art (Chicago) E Animal Eyes, WISTEC Science Center Beverly Serrell, Serrell & Associates, Chicago, IL [email protected] serrellassociates.com July 2019 Evidence of engagement at a glance Behaviors such as stopping, looking, reading, talking, watching videos, and manipulating interactives increase the amount of time visitors spend in an exhibition. This results in lower sweep rates and higher percentages of diligent visitors. Visitors stayed a long time and stopped at lots of exhibits. A thoroughly used exhibition! SRI=50 DV=73% E Visitors were making fast sweeping glances and few stops. An underused exhibition. SRI=800 DV=4% A D Visitors stayed longer, engaged more. A well-used exhibition. SRI=155 DV=38% C Visitors moved slowly but stopped at few exhibits. Too much information? SRI=185 DV=5% Percentage of Diligent Visitors (DV) Sweep Rate Index (SRI) Each • represents one exhibition SRI & %DV for 65 Exhibitions Large tanks, habitats or dioramas saw higher sweep rates, but with above average percentages of diligent visitors. SRI=475 DV=30% B A C D E B

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Page 1: The Metascattergram — An Aggregation of Tracking-Timing ...€¦ · The Metascattergram — An Aggregation of Tracking-Timing Data For Benchmarks of “Thorough Use” Zone SRI

The Metascattergram — An Aggregation of Tracking-Timing Data For Benchmarks of “Thorough Use”

Zone SRI %DV Description

A >300 <25% Sweepingglances,fewstops

B >300 >25-50%Fastsweeprates,butaboveaveragediligentvisitors

C <300 <25% Slowsweeprates,butmany

exhibitsskipped

D <300 >25-50%Manyexhibitsattractedattention

E <300 >50% Exceptionallythoroughlyused

The Big IdeaThe metascattergram defines exhibition engagement with two new metrics (SRI and DV) that enable visitor studies researchers to compare “thorough use” of exhibitions across projects and time.

Compare exhibitions across types and sizesThetwometricsofsweeprateanddiligentvisitorsprovide

evidenceofoutcomesandfacilitatecomparisonsofdataacross

projects.

TheMetascattergramdisplaysaggregateddatabasedondirect,

unobtrusiveobservationsofvisitorbehaviorgatheredin65

tracking-and-timingstudies.

SRI SWEEP RATE INDEX The lower the SRI, the more time visitors spent in the exhibition per square foot. SRI = square feet divided by average time.SRI Benchmark is 300

DV DILIGENT VISITORS The higher the %DV, the more the exhibition was thoroughly used by visitors. DV = visitors who stopped at more than half of the exhibits. DV Benchmark is 25%

To what extent did your exhibition entice visitors to pay attention?• Usesweeprateanddiligentvisitormetricstosummatively

evaluateanexhibitionandplanthenextnewonetoexceed

thebenchmarks..

• Thelongervisitorsspendinanexhibition,themore

opportunitiestheycreateforthemselvestohave

meaningfulexperiences

• Thedirectmeasuresofvisitors’timespentandstopsmade

atdisplaysarethemostbasicevidenceofengagement.

CREDITS:

A Furniture City, Grand Rapids Public Museum

B Vanishing Animals, Aquarium of the Pacific (Long Beach, CA)

C Denaina, Anchorage Museum