Case Study:  Ann Arbor Hands-On Museum Mobile Research Project

The Ann Arbor Hands-On Museum was host to a traveling exhibit featuring Bob the Builder and needed to gather data about the exhibit from visitors. The data POWER MARKETING RESEARCH gathered helped the museum gauge the overall success of the exhibit, determine the demographic makeup of attendees, and assist in new exhibit planning.

Project Goals

The overall goal of the project was to answer the following questions:

  • How did Bob the Builder affect attendance?
  • Who was the audience for Bob the Builder?
  • What attracted people to come to the Bob the Builder exhibit?
  • What "post-Bob" options most appeal to visitors?

Data Collection Procedures

As visitors walked through the main concourse of the Museum, museum staff stopped adults and asked if they were willing to participate in a 5-7 minute interview while their children completed a short activity with museum staff. Data was collected using an interactive mobile survey on an iPod Touch.

 

Benefits of Mobile Surveys

According to the staff at the Ann Arbor Hands-On Museum the mobile survey had many benefits:

  • With a traditional paper/pencil survey, data entry would have been time-consuming and error-prone. The mobile survey eliminated data entry and reduced the possibility of error.
  • The iPod Touch was portable so the museum staff could easily walk around the exhibit and engage visitors.
  • Visitors enjoyed using the iPod. The interactive survey was fun to use and easy.