symbols visualizing things happening in a museum

Researching experiences in a museum

January 25, 2017

Mobile ethnography research can also be used as a tool for winning over new customers as shown by the Royal Ontario Museum.

The team of the Royal Ontario Museum (ROM) aims to gain younger customers. With information on what millennials liked about ROM could be gathered as well as which improvements could be made.

The Royal Ontario Museum invited over 60 millennials to visit the museum and document their experience on their smartphones. They created touchpoints by commenting, taking pictures and creating emotional scores. With ExperienceFellow* over 1000 data points could be collected.

These results can now be turned into new opportunities. With some small and bigger changes ROM might become a place where millennials like to spend their leisure time.

Furthermore Dr. Chris Gibbs used insights gathered with ExperienceFellow* to re-design a course for schools. This course would be held in the Royal Ontario Museum and won the Ryerson University 2017 Provost’s Experiential Teaching Award.

( * ) This case study refers to our mobile ethnography tool called ExperienceFellow which is not available anymore. For further information drop us a line at

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