AIM Visitor Verdict


AIM’s FREE Visitor Survey Service for independent museums

Improving resilience through visitor experience benchmarking.

What is AIM Visitor Verdict?

Funded by Arts Council England, and developed by BDRC Continental in partnership with ALVA (Association of Leading Visitor Attractions), AIM Visitor Verdict is the No.1 aspirational visitor survey model for small and medium sized visitor attractions.

AIM Visitor Verdict is FREE for all AIM members until October 2015.

How can AIM Visitor Verdict can help me?

AIM Visitor Verdict can help:

*To support funding applications:

*To attract and retain sponsors/investors

*Improve the visitor experience at your museum or heritage site

*Inform your marketing messages and media

*Identify which aspects of your visitor experience are being delivered best

*Guide staff and volunteer training and briefing of contractors and suppliers


How do I use Visitor Verdict?

The service is delivered through an integrated e-survey and online reporting system which updates your survey results in ‘real time’.

Results for individual museums are reported in charts and tables on an anonymised basis and are benchmarked against similar participating museums.

Visitor Verdict is easy to use and comes with a range of tools to help you:

Comprehensive questionnaire:  covers demographic profile, motivations (7 segments), communications effectiveness, visitor behaviour (dwell, retail/catering, technology) and 24 aspects of the visitor experience – split into Site Content, Emotional Impact, Service Delivery, plus KPIs

Lower burden on volunteers/staff and visitors during visit:  only need to collect email addresses, no need to conduct face-to-face surveys on-site.  Less intrusive on visitor time

Real time flexible reporting:  online reporting system means that results and benchmarks constantly kept up to the minute.  Anytime access for participants – no need to wait for periodic reporting

Broader ranging benchmarks:  wider range of attractions to learn from, broader range of experience benchmarks

Find out more about AIM Visitor Verdict at:

Or contact Sassy Hicks at:






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