Emotion and inspiration at the Van Gogh Museum: How emotion-based visitor research can create engaging brand experiences

Laurine van de Wiel and Saskia Brocx

This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience.

Emotion and inspiration at the Van Gogh Museum: How emotion-based visitor research can create engaging brand experiences

Laurine van de WielVan Gogh MuseumSaskia BrocxTNS NIPO

Introduction

Art museums today are more than ever challenged to create an engaging experience. To ensure their position and be financially independent, they need to stand out and exceed visitors' expectations. Audience research is one of the tools that museums use to achieve this. However, while there's an undeniable link between art experience and emotion, most research into museums ignores the importance of emotion in visitor satisfaction and loyalty.

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