Papers: How do we measure feelings?

Thursday, April 04, 2019: 11:00am - 12:30pm
Back Bay CD

Chair: Elaine Ee

How Does This Exhibition Make You Feel? Measuring sensory and emotional experience of in-gallery digital technology with GSR devices.
- Jingyu Peng, University of Leicester, UK
Is our classic visitor-studies toolset still effective for measuring user experience of the new wave of in-gallery technology? As we create more multi-sensory, multi-user, immersive experiences, are the traditional evaluative models (built around usability and learning) still fit for the purpose of understanding our visitors’ emotional and sensational response? Drawing upon the "sensory turn" in museum studies, and informed by psychology, marketing, and tourism studies, this paper highlights the practical application and value of using techniques such as Galvanic Skin Responses (GSR) and the PAD (pleasure, arousal and dominance) model, to measure visitors’ sensory and emotional experience with in-gallery interactives.

Affect in information systems: a knowledge organization system approach to documenting visitor-artwork experiences
- Erin Canning, Aga Khan Museum, Canada
The ability of artworks to elicit affective response is widely recognized, yet remains absent from museum documentation systems and methods. In this paper, I discuss the development of a conceptual framework for affective experiences of artworks in the art museum, as well as the process and results of an empirical visitor-response study conducted to validate the proposed model, and the revisions and future work that came to light as a result of this study. In particular, I discuss the notion of empathy and connection-making that occurred between research participants and the artworks selected for the study. I conclude by examining how this process could be incorporated into the proposed model, and discuss the complexities in doing so.

The Met’s Object Page: Towards a new synthesis of scholarship and storytelling
- Elena Villaespesa, Pratt Institute, USA, Madhav Tankha, The Metropolitan Museum of Art, USA
The Met’s "object page" is the first touchpoint for over 70% of the visitors to its online collection. The user journey to this experience and throughout it has many permutations and goals. The digital team conducted extensive qualitative and quantitative tests on the pages to gauge users’ online behavior, interests, expectations, and frustrations, across user segments and devices. The methods and tools used included web analytics, heatmaps, user testing (both remote and face-to-face), surveys, user interviews, and A/B testing. This paper will present the findings about the user expectations, preferences, and behaviors on the object page as well as a discussion of the benefits and challenges of the methods used to collect and analyze the data.