IMPACT COMPASS MODEL
Measurements of satisfaction, experience, evaluation, profile, etc. are hugely valuable and important for the museum’s operations. But demonstrating the museum’s significance goes beyond assessing those aspects.
The museum also has a societal role: it supports the development and well-being of its visitors and the wider community. The research uses a Danish model that measures the impact of cultural institutions on their audiences.
The model is based on The Cultural Value Project (“Understanding the value of arts & culture”), an extensive UK study initiated by the Arts and Humanities Research Council in 2019. That study explored how culture translates into impact and value, and how the concrete impact and value of a museum can be measured through empirical and analytical methods.
This model was developed for use in quantitative studies, whereas questions of this kind are typically addressed with qualitative research conducted on a smaller scale. The impact model measures a museum’s impact across four dimensions:
-
Safe haven
-
Perspective
-
Creativity
-
Community
NET PROMOTER SCORE
We ask museum visitors whether they would recommend the museum to family, friends, or colleagues.
They can give a score from 1 (would not recommend at all) to 10 (would highly recommend). This question is commonly used in research to calculate the Net Promoter Score (NPS), a metric for measuring customer loyalty. Based on their responses, participants are categorized as promoters (enthusiasts who are likely to encourage others to visit the museum), passives, or detractors (those who would not recommend the museum to friends or family).