NSCF Conference When do visitors learn at science centres?

NSCF Conference When do visitors learn at science centres? Asger Høeg

NSCF Conference When do visitors learn at science centres? Asger Høeg Executive Director of Experimentarium since April 1988

External Associate Professors at Copenhagen Business School

External Associate Professors at Copenhagen 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 years ago, mankind has experienced a development in technology, never seen before on Earth

With the help of technology, we have climbed the Pyramid of Maslow

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 REPRODUCE our selves

In the old days, we spent most of our time to REPRODUCE our selves In the future, we will spent all our time to REALIZE our 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 about the Progression of the economic value of an offering

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

Now, the slogan is: Experimentarium - funny enough you get smarter!

The customer is the product!

You stage an experience to a guest

You stage an experience to a guest You guide an aspirant through a transformation

To guide an aspirant through a transformation Pine & Gilmore suggest that it requires three phases

To guide an aspirant through a transformation Pine & Gilmore suggest that it requires three phases Diagnose aspirations

To guide an aspirant through a transformation Pine & Gilmore suggest that it requires three phases Diagnose aspirations Stage the experience

To guide an aspirant through a transformation Pine & Gilmore suggest that it requires three phases Diagnose aspirations Stage the experience Follow through

Absorption Immersion Passive participation Active participation

Absorption Immersion Passive participation Active participation Entertainment

Absorption Immersion Passive participation Active participation Entertainment Educational

Absorption Immersion Passive participation Active participation Entertainment Educational Aesthetic

Absorption Immersion Passive participation Active participation 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 wants exactly - 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 Curiosity Virtuosity

Kubovy has produced a paper where he describes what kind of experiences that create pleasures of the mind Curiosity Virtuosity Sociality

Kubovy has produced a paper where he describes what kind of experiences that create pleasures of the mind Curiosity Virtuosity Sociality Nurturing

Kubovy has produced a paper where he describes what kind of experiences that create pleasures of the mind Curiosity Virtuosity Sociality Nurturing Suffering!

Mihaly Csikszentmihalyi

Mihaly Csikszentmihalyi Have introduced the concept of FLOW!

Mihaly Csikszentmihalyi Have introduced the concept of FLOW! 100% involved, focused and concentrated

Mihaly Csikszentmihalyi Have introduced the concept of FLOW! 100% involved, focused and concentrated Having a feeling of ecstacy and superior to everyday life

Feel in control

Feel in control Yes, you can!

Feel in control Yes, you can! Forgets all around you

Feel in control Yes, you can! Forgets all around you No feeling of time

Feel in control Yes, you can! Forgets all around you No feeling of time Having an inner motivation

In short terms: If you challenge the visitor to some extend - and she is capable to 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 interest in the visitor, she becomes more interested in 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 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 home gets a follow up from the science center

Strong exhibits

Strong exhibits The Lie Detector

Strong exhibits The Lie Detector The Infrared Camera

Strong exhibits The Lie Detector The Infrared Camera The Genetic Mirror Cabinet The Co2 Fingerprint of your Everyday Consumer Product

Strong exhibits The Lie Detector The Infrared Camera The Genetic Mirror Cabinet The Co2 Fingerprint of your Everyday Consumer Product The White part on your TV picture

Strong exhibits The Lie Detector The Infrared Camera The Genetic Mirror Cabinet The Co2 Fingerprint of your Everyday Consumer Product The White part on your TV picture The Hopscotch Piano

Strong exhibits The Lie Detector The Infrared Camera The Genetic Mirror Cabinet The Co2 Fingerprint of your Everyday Consumer Product The White part on your TV picture The 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 slinky Sound patterns

Group of exhibits telling the same story The slinky Sound patterns The 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 simulator Built a house and see if it is earth quake proofed

Group of exhibits telling the same story The earth quake simulator Built a house and see if it is earth quake proofed See the tectonic plates moving during the last 400 million years

Group of exhibits telling the same story The earth quake simulator Built a house and see if it is earth quake proofed See the tectonic plates moving during the last 400 million years Tangible 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 it The 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 Zoos Art from art museum

A science centre should include elements from other cultural institutions Living animals from Zoos Art from art museum Artifacts from Natural History Museums

A science centre should include elements from other cultural institutions Living animals from Zoos Art 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 Oceanariums Historical Icons from the National Museum

A science centre should include elements from other cultural institutions Fish from Oceanariums Historical Icons from the National Museum And amusement elements from Tivoli

Thank you very much for your patience!!