I've been a social researcher and evaluator in visitor-serving organizations for over a decade and nothing has made me more excited than this simple measure. Yep, I'm a nerd 🤓. We presented about OER at the 2017 Visitor Studies Association conference to a full room and afterward one attendee came up and said, "Wow, that was great. It's such a simple thing, but it packs a huge punch!" I couldn't agree more and that's why I've advocated for OER to anyone who will listen.
If you care about improving visitor experiences in your museum, you'll find a way to make OER part of your research repertoire!
The Overall Experience Rating (OER) was first developed by researchers at the Smithsonian Office of Audience Research (SOAR) and gives museum professionals a tried and true way to measure visitor experience in a way that's different from typical quality rating scales. By giving visitors a rating option above "excellent" we get a more accurate picture of those who had an experience which truly exceeded their expectations - the 'surprise & delight' factor!
Browse these outstanding resources to get started.
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