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NSCF ConferenceWhen do visitors learn at
science centres?
NSCF ConferenceWhen do visitors learn at
science centres?
Asger Høeg
NSCF ConferenceWhen do visitors learn at
science centres?
Asger Høeg
Executive Director of Experimentariumsince April 1988
External Associate Professors
atCopenhagen Business School
External Associate Professors
atCopenhagen Business School
Member of the Norwegian Science Centre Committee
Since we ate the apple from the Tree of Knowledge in the Garden of Eden some 30.000
years ago, mankind has experienced a development in technology, never seen
before on Earth
With the help of technology, we have climbedthe Pyramid ofMaslow
Today, the young people of the Western World is sitting on the
very top of the Pyramid of Maslow, with only one challenge:
Today, the young people of the Western World is sitting on the
very top of the Pyramid of Maslow, with only one challenge:
How to realize them selves!!
In the old days,we spent most of our time to
REPRODUCEour selves
In the old days,we spent most of our time to
REPRODUCEour selves
In the future,we will spent all our time to
REALIZEour selves!!
Visitors to science centres learn something when the outcome of the visit is not only an experience but a
transformational experience
The next slide is extremely important!
The next slide is extremely important!
And tells all aboutthe Progression
of the economic valueof an offering
Extract commodities
Make goods
Deliver services
Stage experiences
Pricing
Competitiveposition Needs of
customers
PremiumMarket
Differen-Tiated
Blue Ocean
ReadoceanUndiffe-rentiated
Relevant to
Irrelevantto
Guide transfor-mation
Customize
Customize
Customize
Customize
Commoditize
Commoditize
Commoditize
Commoditize
Science centres must focus on being sure that our visitors not
only get an experience but get a transformational experience
Science centres must focus on being sure that our visitors not
only get an experience but get a transformational experience
It is the magic step from an experience to a transformational experience that characterize a
science center
The visitors to a science centre are aspirants
The visitors to a science centre are aspirants
They come to learn more about science and technology
The visitors to a science centre are aspirants
They come to learn more about science and technology
They visit us to come one step further in their self realization
process
Slogan before 2006:
Experimentarium -a new experienceevery time
Now, the slogan is:
Experimentarium -funny enoughyou getsmarter!
The customer is the product!
You stage an experienceto a guest
You stage an experienceto a guest
You guide an aspirantthrough a transformation
To guide an aspirantthrough a transformationPine & Gilmore suggest
that it requires three phases
To guide an aspirantthrough a transformationPine & Gilmore suggest
that it requires three phases
Diagnose aspirations
To guide an aspirantthrough a transformationPine & Gilmore suggest
that it requires three phases
Diagnose aspirationsStage the experience
To guide an aspirantthrough a transformationPine & Gilmore suggest
that it requires three phases
Diagnose aspirationsStage the experience
Follow through
Absorption
Immersion
Passiveparticipation
Activeparticipation
Absorption
Immersion
Passiveparticipation
Activeparticipation
Entertainment
Absorption
Immersion
Passiveparticipation
Activeparticipation
Entertainment Educational
Absorption
Immersion
Passiveparticipation
Activeparticipation
Entertainment Educational
Aesthetic
Absorption
Immersion
Passiveparticipation
Activeparticipation
Entertainment Educational
Aesthetic Escapist
When you conceive your transformational experience, make sure that all four kind of experiences are included
in your offering
When you conceive your transformational experience, make sure that all four kind of experiences are included
in your offering
Then the visitor is in the “Sweet Spot”
When you conceive your experience,remember
the four “S”
Customer satisfaction=
What customers perceives he gets
- What customers expected to
get
Customer sacrifice=
What customer wantsexactly
-What customer settles for
Customer surprise=
What customer gets to perceive-
What customer expects to get
Customer suspense=
What customer does not yet know
-What customer remembers from
past
Increase customer satisfaction
Increase customer satisfaction
Eliminate customer sacrifice
Increase customer satisfaction
Eliminate customer sacrifice
Create customer surprise
Increase customer satisfaction
Eliminate customer sacrifice
Create customer surprise
Built up customer suspense
Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
Curiosity
Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
CuriosityVirtuosity
Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
CuriosityVirtuositySociality
Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
CuriosityVirtuositySocialityNurturing
Kubovy has produced a paper where he describes what kind of
experiences that create pleasures of the mind
CuriosityVirtuositySocialityNurturingSuffering!
Mihaly Csikszentmihalyi
Mihaly Csikszentmihalyi
Have introduced the concept ofFLOW!
Mihaly Csikszentmihalyi
Have introduced the concept ofFLOW!
100% involved, focused and concentrated
Mihaly Csikszentmihalyi
Have introduced the concept ofFLOW!
100% involved, focused and concentrated
Having a feeling of ecstacy and superior to everyday life
Feel in control
Feel in controlYes, you can!
Feel in controlYes, you can!
Forgets all around you
Feel in controlYes, you can!
Forgets all around youNo feeling of time
Feel in controlYes, you can!
Forgets all around youNo feeling of time
Having an inner motivation
In short terms:
If you challenge the visitor to some extend
- and she is capableto meet this challenge –
a feeling of flow starts growing
Anne Kahr, The University of Southern Denmark
Anne Kahr, The University of Southern Denmark
EgoTrap, an experience machine
Anne Kahr, The University of Southern Denmark
EgoTrap, an experience machine
If you create a narrative frame around a visit to a science
centre, the motivation is much stronger
And if you show interestin the visitor,
she becomes more interestedin experimenting the exhibits
The last theoretical suggestion
The last theoretical suggestion
The narrative frame must be”a good story”
The last theoretical suggestion
The narrative frame must be”a good story”
And a good story has a peak
The last theoretical suggestion
The narrative frame must be”a good story”
And a good story has a peak
And happy ending
So, when do visitors learn at science centres?
So, when do visitors learn at science centres?
If the teacher has got some help, so she can prepare the
visit to the science centre
So, when do visitors learn at science centres?
If the teacher has got some help, so she can prepare the
visit to the science centre
If the science centre defines a narrative frame for the visit
If the exhibition try to assess the visitor by asking some
questions
If the exhibition try to assess the visitor by asking some
questions
If the exhibition try to assess the visitor by asking some
questions
And then suggest what exhibits to experiment with
If the exhibition puts the visitor in the focus of the experiences
If the exhibition puts the visitor in the focus of the experiences
If the experiences are surprising, entertaining, educational, aesthetic,
escapistic
If the exhibition puts the visitor in the focus of the experiences
If the experiences are surprising, entertaining, educational, aesthetic,
escapistic
If the visitor feels satisfied
If the visitor is challenged,but not too much
If the visitor is challenged,but not too much
If the visitor is guided with suggestions and
recommandations
If the visitor is challenged,but not too much
If the visitor is guided with suggestions and
recommandations
If the visitor back homegets a follow up
from the science center
Strong exhibits
Strong exhibitsThe Lie Detector
Strong exhibitsThe Lie Detector
The Infrared Camera
Strong exhibitsThe Lie Detector
The Infrared CameraThe Genetic Mirror CabinetThe Co2 Fingerprint of your Everyday Consumer Product
Strong exhibitsThe Lie Detector
The Infrared CameraThe Genetic Mirror CabinetThe Co2 Fingerprint of your Everyday Consumer ProductThe White part on your TV
picture
Strong exhibitsThe Lie Detector
The Infrared CameraThe Genetic Mirror CabinetThe Co2 Fingerprint of your Everyday Consumer ProductThe White part on your TV
pictureThe Hopscotch Piano
Strong exhibitsThe Lie Detector
The Infrared CameraThe Genetic Mirror CabinetThe Co2 Fingerprint of your Everyday Consumer ProductThe White part on your TV
pictureThe Hopscotch Piano
Memory
Group of exhibits telling the same story
Group of exhibits telling the same story
The slinky
Group of exhibits telling the same story
The slinkySound patterns
Group of exhibits telling the same story
The slinkySound patternsThe hot air tube
See the tones of a guitar
Group of exhibits telling the same story
The earth quake simulator
Group of exhibits telling the same story
The earth quake simulatorBuilt a house and see if it is
earth quake proofed
Group of exhibits telling the same story
The earth quake simulatorBuilt a house and see if it is
earth quake proofedSee the tectonic plates moving
during the last 400 million years
Group of exhibits telling the same story
The earth quake simulatorBuilt a house and see if it is
earth quake proofedSee the tectonic plates moving
during the last 400 million yearsTangible Earth
What can we really do the be sure that most of our visitors learn at the science centre?
The answer my friend, is not blowing in the wind
The answer my friend, is not blowing in the wind
The personal exhibition!
The answer my friend, is not blowing in the wind
The personal exhibition!
Or should we call itThe individual Exhibition
John Falk talked about 5 categories of visitors
John Falk talked about 5 categories of visitors
I suggest that we try to give each visitor an individual
experience that transforms the visitor
The Individual Exhibition
An individual webpage is created for the regular visitors
All digital information occurring during the visit is saved on the
webpage
The webpage guides, challenge, helps, forms the narrative frame, follow up at home
etcetera
The webpage guides, challenge, helps, forms the narrative frame, follow up at home
etcetera
The Nordic and Baltic science centres should work together to
develop The Individual Exhibition
And a last comment on a very personal idea
And a last comment on a very personal idea
The Gesamt Concept
And a last comment on a very personal idea
The Gesamt Concept
Inspired by Richard Wagner
A science centre should include elements from other cultural
institutions
A science centre should include elements from other cultural
institutions
Living animals from Zoos
A science centre should include elements from other cultural
institutions
Living animals from ZoosArt from art museum
A science centre should include elements from other cultural
institutions
Living animals from ZoosArt from art museum
Artifacts from Natural History Museums
A science centre should include elements from other cultural
institutions
Living animals from ZoosArt from art museum
Artifacts from Natural History Museums
Artifacts from Technical Museums
A science centre should include elements from other cultural
institutions
Fish from Oceanariums
A science centre should include elements from other cultural
institutions
Fish from OceanariumsHistorical Icons from the
National Museum
A science centre should include elements from other cultural
institutions
Fish from OceanariumsHistorical Icons from the
National MuseumAnd amusement elements from
Tivoli
Thank you very muchfor your patience!!
