Timing & Tracking

Timing and tracking (T&T) is a type of research that provides insights into where visitors are spending the most time in your museum. Visitors’ movements are timed and tracked then reported to create heat maps of areas with the highest overall visitation and the highest time spent.

As part of timing and tracking, we can use Beverly Serrell’s metrics to calculate an area’s Sweep Rate Index (SRI) or the square footage of an exhibit by the amount of time a visitor spends in the space to understand how quickly they move through the area. We also calculate the % diligent visitors (%DV), which looks at how many visitors are “diligent visitors,” or rather what percent of the sample stopped at or engaged with at least half of the exhibition elements.

When you hire Oberg Research to do a timing and tracking study, we provide insights into how quickly people move through your exhibits, where they stop along the way, and where they go next. This information is vital to understanding the overall flow of your spaces, what signage may need to be adjusted, and what areas could be used for programming or events without disrupting the visitor flow.