What SentoVox measures - Visitor experience, NPS, impact and more
Research themes
The SentoVox study covers every relevant aspect of a visit to your venue, from the experience during the performance to the social impact on your audience. Each theme is designed so that you can turn the findings into concrete action.
Details →Theme 1
How visitors experience your venue
How do visitors experience the performance and the visit as a whole, from arrival to departure? This theme maps the experience across several dimensions and can be filtered by visitor type, language and visit frequency.
Visitor experience
- Atmosphere, welcome and hospitality
- Experience of the performance or concert
- Emotional response and engagement
- The full journey: booking, arrival, interval, departure
Theme 2
Evaluation of programming and offer
How do visitors rate the quality, diversity and relevance of your programming? Which genres and formats appeal to them, and where do they see room for innovation?
Programming and offer
- Quality and diversity of the offer
- Programming by genre and target group
- Pricing and ticketing
- Opening hours and scheduling
Theme 3
Beyond the figures: the real effect of cultural venues
Measuring satisfaction and visitor experience is essential, but the real social value of a venue goes beyond standard statistics. Theatres, concert halls and cultural centres enrich visitors’ lives and strengthen the cultural fabric of their communities. The study applies a Danish and British model to measure and quantify that effect across four impact dimensions:
Impact Compass Model
- Emotional impact (Safe haven): a visit brings a sense of wellbeing and a moment of mental relaxation
- Physical impact (Energetic and engaged): performances stimulate the senses and creativity, and have a positive effect on overall wellbeing
- Artistic and intellectual impact (A lifelong connection with culture): a place to experience, to learn and to grow, throughout life
- Social impact (A cultural community): meeting others and playing an important role in social and cultural life
Theme 4
Infrastructure and facilities
How do visitors rate your building, auditorium and amenities? This theme can be benchmarked against comparable venues and points to concrete areas for improvement.
Infrastructure and facilities
- Auditorium comfort, sightlines and acoustics
- Getting there and parking
- Accessibility for everyone
- Foyer, bar and toilets
Theme 5
Evaluation of communication strategies
Through which channels do visitors learn about your offer, and how do they rate your website, newsletter, social media and signage? This helps you use your resources more efficiently.
Communication
- Information channels used
- Rating of website and newsletter
- Social media and press
- Signage and information on site
Theme 6
Profile of your audience and visitors
Who are your visitors? Age, household composition, where they come from, visit frequency and motivations, all ready to be cross-tabulated with experience and satisfaction.
Audience profile
- Demographics and where visitors come from
- Who they visit with and how often
- Motivations and preferences
- How they discovered your venue
Theme 7
Net Promoter Score
Would visitors recommend your venue to family, friends or colleagues? On a scale from 0 to 10, we calculate the Net Promoter Score, an internationally recognised measure of loyalty and engagement.
Net Promoter Score
- Promoters (9 to 10): enthusiastic visitors who recommend your venue
- Passives (7 to 8): satisfied, but not strongly engaged
- Detractors (0 to 6): critical visitors who would not recommend your venue
- NPS = percentage of promoters minus percentage of detractors
Theme 8
Insights into non-visitors and lapsed visitors
Why do lapsed visitors no longer come, and why do non-visitors stay away? What barriers do they experience, and how can they be won over? The dynamic survey recognises these profiles automatically and shows them tailored questions.
Non-visitors and lapsed visitors
- Barriers and motivations of non-visitors
- Reasons why lapsed visitors do not return
- Opportunities for audience development
- Concrete suggestions through open questions
Loyalty indicator
Net Promoter Score (NPS)
We ask visitors to cultural venues whether they would recommend the venue to family, friends or colleagues, on a scale from 0 (certainly not) to 10 (most certainly). The percentage of promoters minus the percentage of detractors gives the NPS. This measure helps cultural institutions to assess visitor satisfaction and to identify areas for improvement in audience engagement, and it is comparable across venues and sectors.
0
1
2
3
4
5
6
7
8
9
10
0–6 · 15%
7–8 · 30%
9–10 · 55%
NPS = 55% − 15% = +40
−100 … +100
Find out what your audience really thinks
Register your venue and receive a personalised survey, a live dashboard and a benchmark against comparable venues.