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Cultural Monitoring – Visitor Research and Evaluation

The KulMon visitor research project, which has now conducted 250,000 interviews, provides a fruitful input for generating ideas and strategies in audience development. In December 2008, working together with seven major cultural institutions in Berlin close to the tourist sector, visitBerlin and Berlin’s Senate Department for Culture and Europe launched the KulMon project to “establish and test cultural monitoring in Berlin’s cultural institutions”.
The project is based on an online evaluation tool designed by the TARGET GROUP company. Since then, using a unified method, surveys have noted visitors’ home countries, age, accommodation, information interests, ticket purchasing preferences, and reasons for visiting. In the meantime, the project has over 250,000 evaluated interviews.
How does the KulMon project work?

The project’s data is collected as face-to-face interviews in the institutions. The survey questionnaire provides general information about the visitors, if they are satisfied with their visit, and how they obtain and use information for their trip. From the survey data, one can then deduce how to address existing or potential target groups. The KulMon survey interviews both visitors and Berlin residents.

The data from this cultural monitoring project provides inputs for the institutions involved, for cultural policy in general, and for activities to promote Berlin as a tourist destination. Since the survey uses a unified method, the findings are comparable and the institutions involved can network and exchange experiences.

The KulMon project is designed as a professional, comparative longitudinal study. Comparable figures are taken to support the observations and experiences of the cultural institutions. Moreover, existing survey findings can also be prepared so they facilitate a comparison.

The KulMon project does not distinguish between high-brow culture and light entertainment. The survey has a modular structure, can provide questionnaires for small as well as large institutions, and offers a flexible survey tool for individual events as well as festivals.

Through computer-assisted mobile interviewing using a handheld device, the data is read into an online app. The raw data is then available the following day and evaluated at the end of a two-month collection period.
The data is provided quickly, and does not require any specialist statistical skills to interpret.
The user interface is intuitively operated, offers an evaluative tool and an integrated graphic module allowing the findings to be displayed as a table and/or in a visual form as a bar or pie chart.

 
Current Participants:

Old National Gallery (Alte Nationalgalerie)
Berlinische Galerie
Berliner Festspiele
Bode-Museum
Bröhan Museum
Brücke Museum
Deutsche Oper Berlin
German Historical Museum (Deutsches Historisches Museum - DHM)
Deutsches Theater Berlin
FEZ (Leisure Park, Wuhlheide)
Friedrichstadt-Palast
Gemäldegalerie/ Kulturforum Foyer
Gropius Bau
Hamburger Bahnhof
Hebbel-Theater Berlin - HAU Hebbel am Ufer
Humboldt Forum
Komische Oper
Maxim Gorki Theater
New Museum (Neues Museum)
Pergamonmuseum
Staatsoper Berlin
Staatsballett
Berlin Wall Memorial Foundation
Berlin-Hohenschönhausen Memorial Foundation
Stiftung Stadtmuseum: Nikolaikirche & Ephraim Palais
Topography of Terror Foundation
Volksbühne Berlin

Current participants outside Berlin:

Meeresmuseum Stralsund
Ozeaneum Stralsund
Staatliches Museum Schwerin
Theater Vorpommern Stralsund
Galerie Alte und Neue Meister Schwerin
Schloss Ludwigslust
Festspiele Mecklenburg-Vorpommern
Theater Vorpommern Greifswald
Staatstheater Schwerin

 

Further institutions can join at any time until June 2018.

If your institution is interested in participating, you can view a demo version of the evaluation tool. For more information and the passwords to access the demo version, contact our Head of Cultural Affairs Sönke Schneidewind on +49 (0)30-26 47 48 917 or by email (soenke.schneidewind@visitBerlin.de).

The short version of our Annual Report can be found in the Toolkit.

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