Improve Visitor Satisfaction At Your Museum Through Sentiment Analysis

Sentiment analysis (or opinion mining) has become a hot-trend topic of market research in the past few years and it can show you what your museum visitors think and feel about their experience at your organisation – very useful if you are putting together funding bids or business planning documents.

Sentiment Analysis examines online text that’s been generated by users (such as Trip Advisor reviews, forums and social media channels) and helps you to drill down and discover your visitors’ opinions about you.

Are your visitors Positive, Negative or Neutral about their visit? It can be very difficult to tell from just reading text alone, but Sentiment Analysis tools can help.

AIM Associate Suppliers, PitonsAnalyticsPlus (PAP) have spent more than a year developing, testing and validating a new tool in both academic and practitioner domains. Their Museum Sentiment Index (MSI) product, provides users with a benchmark MSI performance score together with relevant, insightful data for strategy and marketing decision-making.

They can monitor TripAdvisor/ or other agreed platforms, and social media, to help you prioritise service and product improvements to deliver better visitor experiences and they can work with AIM member museums of all sizes.

Professor Paul A. Phillips, Founder and CEO PitonsAnalyticsPlus, had written the following overview on Sentiment Analysis and is available to have a phone chat with any AIM member that would like to find out more.

Improve Visitor Satisfaction At Your Museum Through Sentiment Analysis

Why it matters?

Online customer reviews and social media platforms deeply influence visitor decision-making. Efficiently and effectively processing this vast volume of data and converting it into real insights requires the use of an automated process.

What is Sentiment Analysis?

Sentiment analysis is the computational study of people’s opinions toward entities, individuals, events, topics, and their attributes.

Information provided by customers by text (the written review) is either objective (factual) or subjective (opinionated).

Objective reviews are factually based on facts and evidence, and subjective reviews are based on opinions and individual beliefs.

These latter reviews can form part of online reputation management and a high online reputation management score will indicate that you are exceeding your visitors’ expectations.

Sentiment analysis enables the quantification of opinions according to their polarity (positive, negative, or neutral).

By assigning each written review with a polarity value based on the textual component, it is possible to compare how users rate their experience in the textual component of the written review against what they rate in the quantitative component (e.g. TripAdvisor/ score). This generates two ratings for the same written review.

Our work reveals that the sentiment analysis score is a much better indicator for monitoring customer gain and pain points.

What Sentiment Analysis can do for you?

Sentiment Analysis is today’s key to unlocking visitor insights and driving the visitor experience.

The results of sentiment analysis will highlight key “lead” metrics, rather than just the “lag” metrics. In other words, the lead metrics will highlight customer pain points before they actually harm your operational performance.

So, museums can see which areas need immediate attention. The lag metrics inform you of the customer pain points, but such points are already known in the marketplace and already harming your operational performance.

Other benefits include:

  • Immediately improve your museum visitor experience and grow your revenues, by using modern cost effective and time saving digital techniques to listen to your visitors.
  • Track, benchmark and analyse reviews across your key multiple customer platforms.
  • Able to act proactively and prevent quick escalation of unknown visitor problems.
  • Identify key emotional triggers to use when communicating with delighted and unhappy visitors to enhance online reputational management processes.
  • Maintain a sustainable, engaged, skilled and effective workforce in order to deliver high quality visitor experience.
  • Educate your museum team towards better management and identify what transformational organisational changes are required to create a strong customer experience.
  • Enhance your financial processes by effectively measuring the ROI of your marketing campaigns.
  • Use the results of an unbiased study to drive your annual business planning, capital expenditure investment decision-making processes and evidence of need funding bids.
  • Use the results of our work to drive your critical innovation and new product development processes.
  • 1Free up marketing staff time from data gathering and analysis, so that they can focus on enhancing customer facing activities

About PitonsAnalyticsPlus

PitonsAnalyticsPlus (PAP) is a new start-up data analytics and business transformation consultancy consisting of Strategists, Data Scientists, Human Resource, Knowledge, Marketers, and Finance professionals who can assist enterprises to take full advantage of their customer voice by translating these largely untapped assets into meaningful information, knowledge, visually appealing reports and insights. We are also able to draw upon a range of deep experiences and expertise across tourism, hospitality, leisure organisations dealing with data analytics and business transformation challenges.

Since customer data are fragmented across numerous platforms, many organisations are unsure how they should derive the most value from their data. This makes it a significant challenge for Independent Museums of all types and sizes to extract in-depth meaning, and insight to grow revenue and drive strategic performance.

We are now in an age where it truly matters to see the world through the eyes of your customers. Independent Museums are no exception and customer review data should be monitored both in terms of sentiment (reviewer scores) and full text polarity analysis of written reviews (with 0 meaning very negative and 1 extremely positive comments). Such insights will help Independent Museums identify customer gain and pain points, and identify those latent pain areas, which exist in a hidden form, and if left unattended will adversely affect the customer experience.

Please contact PAP by sending email to to outline your interest and explain what your current challenges are.

PitonsAnalyticsPlus (PAP) Website

Twitter: @PitonsAnalytics



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