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Editor’s Letter
Neuroscience

Market research has its place when it comes to understanding our visitors and their needs and levels of engagement, but using neuroscience we can take our understanding of visitor needs and responses to a whole new level

By Liz Terry | Published in Attractions Management 2019 issue 3


Our cover star this issue is Dr Tedi Asher, a neuroscientist working at the Peabody Essex Museum in Salem, Massachusetts in the US.

Asher is believed to be the first neuroscientist to be based in a gallery or museum and her appointment heralds an exciting new direction in the development and management of visitor attractions.

Her brief is to deepen engagement among visitors to the museum using Dr Carl Marci’s definition of engagement, which says: “Engagement occurs when attention is directed in a way that elicits an emotional response which leads to the formation of a memory.”

How can we truly know what engages and motivates visitors? The question lies at the heart of all we do and surprisingly, given its importance, there has generally been little science directing investment and energies.

Visitor insight has typically deployed standard market research methodology to establish responses and preferences, which can be useful. Neuroscience, however, takes our understanding to a whole new level by looking at far more fundamental, deep-rooted visceral responses.

Instead of asking people how they feel, neuroscience looks at a person’s physical response and understands how experiences light up different areas of the brain.

Asher is deploying gaze tracking glasses to understand what visitors are looking at and galvanic skin response – which measures sweat produced – to give a biometric measurement of emotional intensity, for example.

She’s already sharing her learnings for the benefit of other attractions, including those revealed by an experiment undertaken at the museum using ‘judgement prompts’.

This found that if visitors were given prompts, such as being asked if they were moved by a particular exhibit, they spent longer looking at it, had a more intense emotional experience and reported higher levels of engagement and satisfaction.

Asher’s work is impacting on all aspects of the museum’s development and operation, including exhibition design and animation, retailing, marketing and wayfinding. We expect to see many more such appointments going forward, as the industry embraces the potential of this approach.

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FORREC Ltd

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Jobs   News   Products   Magazine
Editor’s Letter
Neuroscience

Market research has its place when it comes to understanding our visitors and their needs and levels of engagement, but using neuroscience we can take our understanding of visitor needs and responses to a whole new level

By Liz Terry | Published in Attractions Management 2019 issue 3


Our cover star this issue is Dr Tedi Asher, a neuroscientist working at the Peabody Essex Museum in Salem, Massachusetts in the US.

Asher is believed to be the first neuroscientist to be based in a gallery or museum and her appointment heralds an exciting new direction in the development and management of visitor attractions.

Her brief is to deepen engagement among visitors to the museum using Dr Carl Marci’s definition of engagement, which says: “Engagement occurs when attention is directed in a way that elicits an emotional response which leads to the formation of a memory.”

How can we truly know what engages and motivates visitors? The question lies at the heart of all we do and surprisingly, given its importance, there has generally been little science directing investment and energies.

Visitor insight has typically deployed standard market research methodology to establish responses and preferences, which can be useful. Neuroscience, however, takes our understanding to a whole new level by looking at far more fundamental, deep-rooted visceral responses.

Instead of asking people how they feel, neuroscience looks at a person’s physical response and understands how experiences light up different areas of the brain.

Asher is deploying gaze tracking glasses to understand what visitors are looking at and galvanic skin response – which measures sweat produced – to give a biometric measurement of emotional intensity, for example.

She’s already sharing her learnings for the benefit of other attractions, including those revealed by an experiment undertaken at the museum using ‘judgement prompts’.

This found that if visitors were given prompts, such as being asked if they were moved by a particular exhibit, they spent longer looking at it, had a more intense emotional experience and reported higher levels of engagement and satisfaction.

Asher’s work is impacting on all aspects of the museum’s development and operation, including exhibition design and animation, retailing, marketing and wayfinding. We expect to see many more such appointments going forward, as the industry embraces the potential of this approach.

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The UK's major visitor attractions recorded just 45.4 million visits during 2020 – a 70 per cent fall from the 151.3 million visits they received in 2019.
Warner Bros will tap into Japan's 'intense fandom' when Harry Potter tour opens in 2023
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First images revealed of David Walliams' Gangsta Granny ride at Alton Towers
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International design challenge offers US$20k prize
A new international design challenge has been launched this month, inviting freelance designers in the themed entertainment to pitch their concepts for the next immersive, story-based experience.
'Oscars Museum' to host programme of virtual events ahead of September 2021 opening
The Academy Museum of Motion Pictures in Los Angeles has announced a busy programme of virtual events ahead of its grand opening later this year.
+ More news   
 
COMPANY PROFILES
FORREC Ltd

We create guest experiences others don’t, masterplan like no one else can, and give the world’s bi [more...]
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
Triotech

Triotech was established in 1999. The company is based in Montreal, Canada and has additional offi [more...]
+ More profiles  
FEATURED SUPPLIER

Triotech and Benoit Cornet’s Bold Move to collaborate on breakthrough innovative media-based attractions
Triotech has announced a breakthrough alliance with Benoit Cornet and Bold Move to bring a new collaborative approach to the design of media-based attractions – with an emphasis on adding value for operators. [more...]
VIDEO GALLERY

Animalive - Introducing AnimaChat!
Introducing AnimaChat, one operator can live-stream into multiple venues. Find out more...
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

05-07 May 2021

TEA SATE Europe 2020

PortAventura World, Tarragona, Spain
09 Jun 2021

IAAPA Expo Asia 2021

The Venetian Macao, Macao, China
+ More diary  
 


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Tel: +44 (0)1462 431385

©Cybertrek 2021

ABOUT LEISURE MEDIA
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