Since it was created in 2013, the AIM VisitorVerdict project has helped over 200 museums to understand their visitor experience, strengthen their marketing and improve their business planning thanks to feedback gathered via the online benchmarking dashboard. The project – which has been run in partnership with BDRC Continental – has recently been recognised for its innovative approach by the Market Research Society and has made it to the finals of the MRS Awards in the Public Policy/Social Research category with the overall winner to be announced on 7th December 2015.
This recognition of the value of AIM VisitorVerdict by the Market Research Society in these awards is great news for AIM, BDRC and for the independent museum sector and is testament to the positive impact that the project has had since it began. Over 30,000 people globally have now been notified via the MRS about the awards, which has helped to promote AIM VisitorVerdict to new users and to the wider research community. The Market Research Society has members in more than 60 countries and is the world’s leading research association representing 80% of research agencies who commit to, and are regulated by, the MRS Code of Conduct to ensure professional and ethical research of the highest standard of excellence.
“These research industry awards recognise projects which are innovative, pioneering and most importantly of all, have made a major contribution to decision making within the organisations using the research,” explained Steve Mills, Director of BDRC Continental. “The objective of AIM VisitorVerdict from the start has been to find a way to deliver, for the first time, affordable and consistent visitor insight to as many independent museums as possible helping them to place the visitor more at the heart of their organisations. Recognition in these awards is a real boost in our efforts to extend VisitorVerdict deeper into the independent museums sector and also wider into other sectors of the attractions industry.”
AIM VisitorVerdict has been used in museums across the UK by staff, volunteers and Trustees to create and send comprehensive questionnaires to thousands of visitors and the benchmarking results have helped both individual organisations and raised standards across the sector overall. With independent museums playing an increasing social role in the development of communities and stimulating local regeneration, AIM VisitorVerdict has become a valuable research tool to help museums understand their impact and visitor experience; reflecting the MRS awards mission to celebrate research’s ability to drive innovation, inspire change and deliver results.
Tamalie Newbery, Executive Director of AIM, has welcomed the news of the MRS awards saying, “AIM VisitorVerdict has provided an extremely beneficial research service to many AIM members over the past few years and we are delighted that it has been recognised by the Market Research Society. The Arts Council England funding that allowed the creation of the project has now ended, but AIM members can still take part by signing up and they will receive discounted rates. AIM actively encourages its members to take part for their own benefit but also to increase the benchmarking results for all museums now and in the future.”
For AIM member discounts and to find out more about AIM VisitorVerdict please visit
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