“Personal visions of science centres in 2030” Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 Asger Høeg Experimentarium’s CEO, 1988 – 2014 External Lecturer, Copenhagen Business School Master’s Thesis Supervisor Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 Why will our visitors visit science centres in 2030?? What kind of offerings will our visitors demand in 2030?? Asger Hoeg Consulting ECSITE, 10 June 2016

With the help of technology, we have climbed Maslow’s Hierarchy of Needs

Guide transfor-mation Customize Relevant to Differen- Tiated Blue Ocean Stage experiences Customize Deliver services Customize Commoditize Competitive position Make goods Needs of customers Customize Commoditize Extract commodities Commoditize Read ocean Undiffe- rentiated Irrelevant to Pricing Market Premium

Economic offering Commo-dities Goods Services Experiences Transfor-mations Economy Agrarian Industrial Service Experience Transfor-mation Function Extract Make Deliver Stage Guide Nature of offering Fungible Tangible Intangible Memorable Effectual Key attribute Natural Standar- dized Customized Personal Individual Method of supply Stored in bulk Inventoried Delivered demand Revealed duration Sustained through time Seller Trader Manu facturer Provider Stager Elicitor Buyer Market User Client Guest Aspirant Factors of demand Characte-ristics Features Benefits Sensations Traits

Asger Hoeg Consulting ECSITE, 10 June 2016 In the future, our visitors will work on a self realization process and they will demand offerings that are individually adjusted to their DNA Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 Visitors will come to our science centres to be transformed and in that way come one step closer to their “self” Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 The Science Centre shall transform the visitor The visitor shall come to the science centre with questions in her brain And leave the science centre with even more questions in her brain! Asger Hoeg Consulting ECSITE, 10 June 2016

The customer is the product!

To deliver an INDIVIDUAL experience is very important Remember Henry Ford’s famous words: You can get a Ford T in what colour you may want,

as long as you want a black one!!

Asger Hoeg Consulting ECSITE, 10 June 2016 In the future we must create a community on the Social Media around the science centre Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 The members of the community are frequent visitors They get news about science and technology and news about the science centre Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 The members of the community communicate with each other They co-create when the science centre asks about their ideas and opinion on different issues Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 The science centre has registered data about the members of the community Therefore, the science centre can offer the members a totally individual guided tour through the exhibitions Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 So, in the future we shall develop “The Individual Exhibition” developed, exhibited and guided according to your DNA Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 People respond on different cues Someone love text, music, tactile feelings, pictures, discussions, social situations, nurturing moments, showing virtuosity, being surprised, stimulate curiosity or just look at other visitors Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 Therefore, in the future science centre’s exhibition cannot “only” consist of hands-on, minds-on exhibits We must deliver a much more diverse experience in our exhibitions Asger Hoeg Consulting ECSITE, 10 June 2016

The Gesamt Kunstwerk Koncept Inspired by Richard Wagner Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 A science centre should include elements from other cultural institutions: Living animals from Zoos Art from Art Museums Artefacts from Natural History Museums and Technical Museums Fish from Oceanariums Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 Historical icons from National History Museums Amusement elements from Tivoli Garden Elements from Children’s Museums Asger Hoeg Consulting ECSITE, 10 June 2016

Asger Hoeg Consulting ECSITE, 10 June 2016 I foresee a merge in the elements that cultural institutions will use to stimulate their visitors Asger Hoeg Consulting ECSITE, 10 June 2016

Conclusion: The Individual Exhibition The Gesamt Kunstwerk Koncept Asger Hoeg Consulting ECSITE, 10 June 2016

Thank you very much for your attention!! Asger Hoeg Consulting ECSITE, 10 June 2016