muse at The House of Electronic Arts Basel
Basel, Switzerland
2020
The House of Electronic Arts Basel (HeK) has chosen muse as their digital tool to evaluate visitor experiences. Starting in August 2020, the HeK has deployed muse surveys for their last three exhibitions: Real Feelings, then Expanded Video Works followed by Shaping the Invisible World. For each exhibition, they propose surveys both for the general public as well as for youth.
Since becoming a muse partner, the HeK consistently uses the voice of the visitor strategically. Insights from muse surveys have allowed them to identify their core audience as well as to immediately implement solutions for improving experiences for all visitors. Over time, data shows that visitors are more likely to recommend the HeK exhibition experience.
Since joining muse, one of the HeK’s fundamental objectives has been to better understand and grow their audience. However, they also had a specific aim to recognize and be able to better respond to their older audiences (age 50+). Thus, for the past year, the muse team has worked together with the HeK to devise questionnaires that have helped them obtain the information they require both for all audiences as well as older audience segments.
The two teams, HeK and muse - comprised of directorial, evaluation, education and technical experts - worked closely together to brain-storm, create and refine the application to best meet the Museum’s needs.
The HeK aimed to better understand the experience and perspectives of specific audience segments according to age. muse surveys allowed the Museum to identify their target age group as well as to focus on the experience of visitors age 50+ in the aim of increasing their numbers and satisfaction. The analysis of results has shown that the HeK’s older audience segments are generally the most satisfied and the most loyal to the institution.
Furthermore, muse data shows that over time the percentage of 50+ respondents has increased by 8% (since the first survey). Thus, muse has allowed the HeK to better understand their age 50+ visitor experience and devise future programs taking into consideration muse insights.
As stated by the muse docent at the HeK, muse is changing how the HeK interacts with its visitors and transforming the future landscape of experience:
“muse now allows us to hear the voice of every visitor, in a less biased way, without taking the fun out of the interaction. They are free to tell us their struggles or issues without judgement and we can learn how the future of HeK could be made even better. Visitors can also give us literally big Hearts to show us that we are on the right path… muse has opened the way to a dialogue between our Museum and our visitors, offering a new dynamic to the whole HeK experience.” Anouk Althea
The HeK is continuing to use muse to engage in dialogue with its visitors. They are currently evaluating the exhibition Swiss Media Arts.