Workshop PERSONAS: (potential) visitors to the Az W Architekturzentrum Wien Dr. Stéphanie Wintzerith Dr. Werner Schweibenz September 15th 2017
Az W Architekturzentrum Wien Key facts: a_show, 300 m² exhibition space 150 years of architecture in Austria: architecture as a key component of the nation s cultural identity opened 2004 about 40 000 visitors a year Development: step by step renewing the exhibition until 2020 update and improve the presentation take the visitors needs and expectations into account visitor research 2
Visitor research Objectives: - find the right balance between scientific entertaining experience information - find out about the needs and expectations of visitors - find out about the visitors affinity with architecture - find out about the visitors behaviour in the current exhibition 2 target groups: visitors and non-visitors several methods: survey, observation, focus group 3
Methods of visitor research Study 1 Study 2 Study 3 method: observation + survey (interview) target group: visitors of a_show content: 1) behaviour in the exhibition 2) profile, motivation, satisfaction, method: survey (interview) target group: non-visitors of the museum place: Museumsquartier content: 1) why no visit yet 2) expectations towards an architecture museum method: 2 focus groups target groups: visitors and non-visitors content: needs and expectations 4
Study 1: visitors of the exhibition Study 1-86 respondants - statistics, qualitative data and observations - methods of empirical research waterproof creative unused comfort zone reasoned arbitrary undetermined bunch anonymous personal 5
Matrix Criteria gender age profession place of residence 3 personas visitors 1 persona non-visitor Persona 1 Persona 2 Persona 3 Persona 4 6
Gender Gender: more men than women 45% 55% Persona 1 Persona 2 man woman visitor visitor visitor non-visitor man Persona 3 Persona 4 7
Age Average age: 40,6 years 50-64 years 22% 65-74 years 12% 18-29 years 39% 30-49 years 27% No particular information about a connection between age and gender available. 8
Education and profession Education: mostly visitors with an academic background: 79% graduated + 18% with A-level Profession: very diverse, one distinctive feature: 19% architects or architecture students Persona 1 Persona 2 architecture student management/engineer young middle (under 25 years) (about 40 years) man woman visitor visitor visitor man non-visitor silver ager (about 60 years) retired Persona 3 Persona 4 9
Place of residence A touristic place: 75% of tourists European countries 46% Vienna 25% Austria 10% non-european countries 19% We suppose: 1) tourists come as couples, so as many men as women 2) tourists are often above 50 years old 10
Place of residence Persona 1 Persona 2 European country architecture student management/engineer young middle age man woman visitor visitor visitor man silver ager retired non-european country non-visitor Vienna Persona 3 Persona 4 11
Non-visitor Persona 1 Persona 2 European country Vienna architecture student management/engineer young middle age man woman visitor visitor non-visitor man 33 years graduate Vienna surroundings Persona 3 Persona 4 visitor man silver ager retired non-european country 12
Persona 1: skeleton Name Gender Age Marital status/family Place of residence Education Profession Hobbies Type of visitor (Az W) Frequency of museum visits per year Social aspect of the visit Media affinity Media use Relation to the Az W Information needs related to Az W Affinity to architecture in the exhibition man 22 years single Munich, Germany architecture student (engineer) student drawing, first visit 2-3 per year with friends (co-students) high affinity for new media, low affinity for traditional media 13
Thank you for your attention and enjoy setting up «your»! Contact: Stéphanie Wintzerith Tel +49 721/ 75 40 812 swi@wintzerith.de www.wintzerith.de 14