A multidisciplinary team of researchers from the University of Oklahoma (OU), University of Florida (UF), and U.S. Holocaust Memorial Museum (USHMM), has developed a cutting-edge approach to understanding and optimizing visitor experiences in museum spaces. By integrating biosensor technology, museum visitor studies, and architectural design principles, this project offers groundbreaking insights into the emotional and psycho-physiological impacts of museum environments.
Challenges with Traditional Visitor Evaluations
Traditional museum evaluation methods, such as interviews and visual observations, often fall short in capturing the depth and nuance of visitor experiences. These methods fail to account for real-time psycho-physiological and emotional responses, leaving a significant gap in understanding how visitors engage with emotionally charged exhibits. Recognizing this limitation, researchers aimed to explore how biosensory data could be leveraged to map and analyze visitor interactions within the museum’s Permanent Exhibition (PE).
Biosensory Data Collection and Analysis Process
The research team employed Empatica E4 wristbands to measure electrodermal activity (EDA), a key indicator of psycho-physiological arousal. More than 50 museum visitors wore these devices while exploring exhibition spaces. The wristbands captured arousal in real-time which was matched to observations of participant behaviors and movements across 19 predefined points of interest. Following their visits, participants participated in interviews to identify the most impactful and memorable exhibits. The datasets were synchronized and processed using proprietary software and custom R applications, generating heat maps that overlaid the EDA data onto architectural floorplans.
Key Insights
Visitors experienced heightened arousal levels on the fourth floor (PE4), especially in exhibit segments like the "Science of Race," which triggered strong psycho-physiological responses due to its emotionally intense content. Exhibit experiences that combined large-scale, experiential designs with tactile and narrative elements were consistently identified as the most memorable. These locations were mostly identified on the third floor (PE3) of the exhibit. To enhance the visitor experience, researchers recommend incorporating rest areas in high-stress zones, alternating between high- and low-intensity exhibits, utilizing tactile and multimedia elements, and aligning exhibition narratives with visitors' emotional and physiological rhythms.
Transformative Potential and Future Applications
This project demonstrates the transformative potential of biosensory data in informing architectural and experiential design outcomes. The methodology offers actionable insights that can be applied to other museums and heritage sites, paving the way for more emotionally resonant and memorable visitor experiences. The findings of this research are forthcoming in the International Handbook of Heritage and Affect (Routledge).
Research Support and Collaborators
This research was supported by the Data Institute for Societal Challenges and Faculty Investment Program (OU), a Faculty Development Grant (Skidmore College), a Research Incentive Award (UF), and the Future Projects team at the U.S. Holocaust Memorial Museum. The study was made possible through the collaboration of Dr. Angela Person (OU), Dr. Jacque Micieli-Voutsinas (UF), Dr. Chris Black (OU), Silvina Fernandez-Duque (USHMM), Sara Pitcairn (USHMM), Russ Sitka (USHMM), and others. The team is grateful to Dr. Ted Asher (Peabody Essex Museum) for her insights.
