New services help museums gain crucial visitor insights

Understanding how visitors and their opinions have changed in a COVID world is invaluable. Two new services can help AIM members explore their visitors’ experience and tailor their response accordingly.

Visitor Recovery Benchmarking

AIM members will be familiar with the ALVA Attractions Recovery Tracker carried out this year. It usefully highlights the expectations and changing needs of audiences as they navigate visiting attractions during the pandemic. To date, Decision House, who devised and run the ALVA survey, have engaged 44 attractions and surveyed 42000 visitors to provide their invaluable insights.

Decision House is now developing a new survey phase covering the Jan-Jun 2021 period and is offering AIM members a reduced fee to participate.

As well as national level insights, the survey offers participating members the chance to focus in on their particular audiences, ask bespoke questions and share best practice. Participants will also be able to regularly access findings uploaded to insight dashboards fortnightly during Winter and weekly from Easter. An AIM segment to the wider dataset is also under consideration, enabling members to compare their experience across similar organisations.

To find out more contact Steve Mills

Culture Restart Toolkit

The Culture Restart Toolkit  is designed to help museums at all stages of reopening keep in touch with visitors and understand their needs and includes two free tools:

  • Culture Restart audience tracker – check in with previous visitors or email subscribers to understand the key visitor sentiment metrics; gain vital data to plan a safe and viable reopening; understand the continued appeal of digital content and willingness to pay for it.
  • Culture Restart experience surveys – capture visitor sentiment before and after their visit; assess the success of your safety measures and messaging; understand likely reattendance.

Participants have access to responses in real time and will also be contributing to a sector-wide national data set, building up a rich understanding of visitor and audience needs across the country – shared regularly with all participating organisations.

The Culture Restart Toolkit is delivered by the Insights Alliance – Indigo Ltd, One Further and Baker Richards and is supported by Arts Council England.

Find out more at

AIM Partners