Mutual learning from the museum consumer experience: the case of an Oxford museum

This working paper examines the process and benefits of observational visits by ninety students investigating the consumer experience at the University of Oxford Museum of Natural History over some 360 visits / hours. A... [ view full abstract ]

This working paper examines the process and benefits of observational visits by ninety students investigating the consumer experience at the University of Oxford Museum of Natural History over some 360 visits / hours. A symbiotic design, the museum had scant evidence of the consumer experience and scant (if any) budget for the purpose, whilst the students at Oxford Brookes University were studying customer experience management over a twelve week period. As observers, students identified and behaved as their 'natural' segment; this resulted in variety across e.g nationality, interest in museums and in social ties. Students evolved from a context of first time visitors and novelty to a position of familiarity and even analytical expertise; they reflected on the parallel emotional journey. Apparently less confident than experienced museum visitors, they looked for greater orientation and direction on entrance, and, although of younger age, commented on nostalgia. They both investigated and used social media and digital technologies and considered the holistic experience as comprehensively as possible from pre-visit through to post-consumption. Albeit with possible pitfalls, the realness of the assessment raised student effort whilst the cumulative value of 360 observational visits / hours offered evidence to the museum of its performance.