Listening to Our Audience

I’m really glad that my first experience at the International Spy Museum happened during a trip when I was mindful of looking for the ways in which storytelling is presented. I was able to pick out the smaller stories that combine to make the larger narrative and themes of the museum. I could see why designers chose the stories that they did, which ones worked, and which didn’t. The best part of our visit today, for me, was that the specialists at the Spy Museum were aware of what worked and what didn’t, so much so that they could anticipate our problems and praise. This is because of the systems of visitor feedback and evaluation that they have used over the years to gauge visitor response. 

What worked for me: the hidden entrance to a prison

I was glad to hear that they use a variety of methods of evaluation at the Spy Museum, including comment cards and Trip Advisor, where they respond to visitor comments. I do believe that it’s important to not only listen to what your audience says, but to let them know that you’re listening and taking their concerns to heart. As a result of the museum doing this, they are able to better design their new building to suit visitor needs. 

As I work directly with the visitor experience, I can say that I get feedback quite regularly. I always do what I can to make sure that visitors know that I care about what they have to say, and that I will make sure their comments get back to the right people. 

What didn’t work for me: the Rosetta Stone. In a spy museum?

I think my biggest take away from today’s presentation at the Spy Museum will be that accountability in evaluation matters. We always say that we want to be having a conversation with our visitors, and as a result, we have to make sure that means we are taking the good with the bad. Concerns should never fall on deaf ears, even if it’s something that hurts our pride as museum professionals. Like I always say, nothing that we do matters if our visitors stop coming through the doors, and evaluation can help to ensure that they keep coming back. 

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