Case Study: Royal Ontario Museum engages millennials and improves museum experiences with Smaply mobile ethnography

Royal Ontario Museum - Customer Case Study

Smaply worked with the Royal Ontario Museum, which wanted to attract younger visitors and understand what millennials liked about the museum and what could be improved. Using Smaply’s mobile ethnography tool, ExperienceFellow, the ROM asked more than 60 millennials to visit and document their experiences on their smartphones.

Smaply enabled the museum to collect touchpoint comments, photos, and emotional scores, resulting in more than 1,000 data points. The insights helped ROM identify new opportunities to improve the visitor experience and were also used by Dr. Chris Gibbs to redesign a school course at the museum, which later won the Ryerson University 2017 Provost’s Experiential Teaching Award.

Royal Ontario Museum