1. NSCF Conference When do visitors learn at science centres?

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

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

4. External Associate Professors at Copenhagen Business School

5. External Associate Professors at Copenhagen Business School Member of the Norwegian Science Centre Committee

6. Since we ate the apple from the Tree of Knowledge in the Garden of Eden some 30.000 years ago, mankind has experienced a development in technology, never seen before on Earth

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

8. Today, the young people of the Western World is sitting on the very top of the Pyramid of Maslow, with only one challenge:

9. 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!!

10. In the old days, we spent most of our time to REPRODUCE our selves

11. 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!!

12. Visitors to science centres learn something when the outcome of the visit is not only an experience but a transformational experience

13. The next slide is extremely important!

14. The next slide is extremely important! And tells all about the Progression of the economic value of an offering

15. 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

16. Science centres must focus on being sure that our visitors not only get an experience but get a transformational experience

17. 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

18. The visitors to a science centre are aspirants

19. The visitors to a science centre are aspirants They come to learn more about science and technology

20. 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

21. Slogan before 2006: Experimentarium - a new experience every time

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

23. The customer is the product!

24. You stage an experience to a guest

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

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

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

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

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

30. Absorption Immersion Passive participation Active participation

31. Absorption Immersion Passive participation Active participation Entertainment

32. Absorption Immersion Passive participation Active participation Entertainment Educational

33. Absorption Immersion Passive participation Active participation Entertainment Educational Aesthetic

34. Absorption Immersion Passive participation Active participation Entertainment Educational Aesthetic Escapist

35. When you conceive your transformational experience, make sure that all four kind of experiences are included in your offering

36. 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”

37. When you conceive your experience, remember the four “S”

38. Customer satisfaction = What customers perceives he gets - What customers expected to get

39. Customer sacrifice = What customer wants exactly - What customer settles for

40. Customer surprise = What customer gets to perceive - What customer expects to get

41. Customer suspense = What customer does not yet know - What customer remembers from past

42. Increase customer satisfaction

43. Increase customer satisfaction Eliminate customer sacrifice

44. Increase customer satisfaction Eliminate customer sacrifice Create customer surprise

45. Increase customer satisfaction Eliminate customer sacrifice Create customer surprise Built up customer suspense

46. Kubovy has produced a paper where he describes what kind of experiences that create pleasures of the mind

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

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

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

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

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

52. Mihaly Csikszentmihalyi

53. Mihaly Csikszentmihalyi Have introduced the concept of FLOW!

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

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

56. Feel in control

57. Feel in control Yes, you can!

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

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

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

61. 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

62. Anne Kahr, The University of Southern Denmark

63. Anne Kahr, The University of Southern Denmark EgoTrap, an experience machine

64. 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

65. And if you show interest in the visitor, she becomes more interested in experimenting the exhibits

66. The last theoretical suggestion

67. The last theoretical suggestion The narrative frame must be ”a good story”

68. The last theoretical suggestion The narrative frame must be ”a good story” And a good story has a peak

69. The last theoretical suggestion The narrative frame must be ”a good story” And a good story has a peak And happy ending

70. So, when do visitors learn at science centres?

71. 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

72. 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

73. If the exhibition try to assess the visitor by asking some questions

75. If the exhibition try to assess the visitor by asking some questions And then suggest what exhibits to experiment with

76. If the exhibition puts the visitor in the focus of the experiences

77. If the exhibition puts the visitor in the focus of the experiences If the experiences are surprising, entertaining, educational, aesthetic, escapistic

78. 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

79. If the visitor is challenged, but not too much

80. If the visitor is challenged, but not too much If the visitor is guided with suggestions and recommandations

81. 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

82. Strong exhibits

83. Strong exhibits The Lie Detector

84. Strong exhibits The Lie Detector The Infrared Camera

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

86. 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

87. 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

88. 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

89. Group of exhibits telling the same story

90. Group of exhibits telling the same story The slinky

91. Group of exhibits telling the same story The slinky Sound patterns

92. Group of exhibits telling the same story The slinky Sound patterns The hot air tube See the tones of a guitar

93. Group of exhibits telling the same story The earth quake simulator

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

95. 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

96. 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

97. What can we really do the be sure that most of our visitors learn at the science centre?

98. The answer my friend, is not blowing in the wind

99. The answer my friend, is not blowing in the wind The personal exhibition!

100. The answer my friend, is not blowing in the wind The personal exhibition! Or should we call it The individual Exhibition

101. John Falk talked about 5 categories of visitors

102. John Falk talked about 5 categories of visitors I suggest that we try to give each visitor an individual experience that transforms the visitor

103. The Individual Exhibition An individual webpage is created for the regular visitors All digital information occurring during the visit is saved on the webpage

104. The webpage guides, challenge, helps, forms the narrative frame, follow up at home etcetera

105. 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

106. And a last comment on a very personal idea

107. And a last comment on a very personal idea The Gesamt Concept

108. And a last comment on a very personal idea The Gesamt Concept Inspired by Richard Wagner

109. A science centre should include elements from other cultural institutions

110. A science centre should include elements from other cultural institutions Living animals from Zoos

111. A science centre should include elements from other cultural institutions Living animals from Zoos Art from art museum

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

113. 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

114. A science centre should include elements from other cultural institutions Fish from Oceanariums

115. A science centre should include elements from other cultural institutions Fish from Oceanariums Historical Icons from the National Museum

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

117. Thank you very much for your patience!!