Insight into the customer journey of the Netherlands Open Air Museum

In order to better align with the wishes and experiences of visitors, the Netherlands Open Air Museum has Markteffect market research agency Markteffect to conduct a customer journey study. The museum wants to gain insight into the motivations and barriers surrounding the various touchpoints that visitors experience during their customer journey.

Our approach

This study opted for a combination of qualitative and quantitative research in order to reveal the visitors' experiences in as much detail as possible.
In the first phase, it was decided to conduct an online community survey in order to identify relevant touchpoints and then quantify them at a later stage of the study.

In the second phase, it was decided to conduct quantitative research in the form of an online questionnaire. This makes it easier to establish connections, segment target groups, and ensures statistical reliability. These topics were drawn up on the basis of the online community.

In addition, in-depth interviews were also conducted on location during the second phase to ask respondents in the heat of the moment what they had noticed. These interviews are often very concrete and extremely valuable in the final report.

Results

The results of the study provide the Netherlands Open Air Museum with valuable insights into the visitor experience. By analyzing each phase of the customer journey, it has become clear where the museum experience already meets visitors' expectations and where there is still room for improvement. The insights gained during the research will be used as input for further improvement of the museum. This will provide the Netherlands Open Air Museum with concrete tools to further develop the visitor experience in a future-proof and target group-oriented manner. Thanks to these insights, the museum can respond even more specifically to visitors' expectations – before, during, and after their visit.

"In Markteffect , we Markteffect found a reliable and expert partner for our research. They combine an advisory role with strong executive power, providing us with excellent support both strategically and practically. What we particularly appreciate is that they take care of the entire process professionally, while at the same time actively involving us in every step of the process.

The research results provide us with valuable insights into the wishes and needs of our visitors. Because Markteffect presents Markteffect results clearly and visually, they are not only relevant in terms of content, but also directly applicable in practice." – Marielle Kraak – Kuijpers, Marketing & Communications Team Leader

Specialists who worked on this

Markteffect an independent research agency specializing in providing insights based on market research. This project was made possible by a team of expert professionals with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!