Phase 2: Implementation Phase
Once a hypothesis is conceived, the team employs a range of interpretation and design elements in the galleries to actualize the hypothesis.
For example, we would act on the aforementioned hypothesis by generating labels containing different kinds of content and “viewing goals” for various works of art within a given exhibition.
Phase 3: Evaluation Phase
In this phase, the team assesses the impact of the hypothesis on the visitor experience using a mixed-methods approach to measure visitor engagement. This approach unites eye- or gaze-tracking, physiological measurements of emotion, and self-report metrics. Importantly, the mixed-methods approach is an iterative process in which we continue to refine our understanding of visitor engagement over time.
For example, we investigate whether visitors spend longer viewing or react more strongly to art that is accompanied by labels bearing one type of viewing goal over others.
Mixed-methods approach to assessing visitor engagement
In assessing visitor engagement, it is important to measure both conscious and unconscious aspects of a visitor’s response to an exhibition. Conscious awareness does not always reflect our unconscious reality. In fact, the majority of our brain function that generates experience occurs on an unconscious level. The following mixed-methods approach to measuring visitor engagement employs techniques that access both conscious and unconscious behavioral and emotional responses.