New research undertaken to gain a better understanding of the preferences and expectations of planetarium visitors, has said that content is king, as is keeping up-to-date with the latest technologies, which visitors “take for granted”.

The study by planetarium specialists Sciss analysed 700 TripAdvisor reviews given to 38 planetariums worldwide in the past three years. The reviews were broken up into different aspects of the visitor experience mentioned in each review, with those aspects then classed as either negative or positive.

In general, 77 per cent of reviews declared a positive experience, while 23 per cent were negative.

Content was the most widely commented on aspect in both positive and negative reviews, with 41 per cent mentioning it positively and 30 per cent negatively.

Using the Kano model – a theory developed in the 1980s that shows how different classifications of customer requirements and features can influence satisfaction – technology was classified as a “basic requirement”. This means that when visiting a planetarium, customers expect and “take for granted” a high-tech experience. As a result, when quality in this area is good or great, visitor response is neutral but if the quality is poor, visitors will show extreme dissatisfaction.

“The technology within a planetarium must meet a minimum requirement not to draw negative attention,” said the study. “When it fulfills this requirement the content becomes the focus.”

To read the full study, click here.

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