the voice of the visitor

Made possible by Migros Pioneer Fund, supported by EPFL

The pioneering project muse, made possible by the Migros Pioneer Fund and supported by EPFL, is an audience evaluation tool that helps museums to get to know their visitors better. muse is the voice of the visitor. In addition to quantitative data, such as geographic and demographic information, the tool can also be used to collect qualitative findings on the direct impact of an exhibition visit. The focus of the tool is on creating playful interactions with participants and being easy to use – for museums and visitors alike. Museums can use the findings to take greater account of the perspective of visitors when curating and developing their exhibits – thus helping them to remain firmly established as active places in society, both now and in the future.


muse integrates the ‘voice of the visitor’ within audience research and places visitors’ embodied narratives at the center of evaluation. muse assists organisations in audience-centric approaches to designing future exhibitions, programs and experiences, and helps define value, beyond demographics. muse is a design-led method for encouraging visitors to engage with the evaluation directly inside the space of experience, not after it. This research enhances current visitor evaluation methodologies by developing visitor agency. muse compiles quantitative data about a qualitative experience and this data is visible to stakeholders in real-time over a network, on a digital dashboard. In addition, muse generates extensive interpretive reports for museums based on their data and their audiences.

Join muse

muse started in September 2019 with 8 core museum partners who are helping us to pioneer the project. They have been selected as representative of a cross section of the Swiss museums landscape. If you and your museum would like to join this project we are calling for another 16 partners staggered throughout 2021 and 2022 . Please contact us to register your interest and we will be in contact.

About Migros Pioneer Fund

The Migros Pioneer Fund looks for and supports ideas with social potential. It enables pioneering projects that break new ground and seek out forward-looking solutions. Its impact-oriented funding approach combines financial support with coaching services. The Migros Pioneer Fund is part of the Migros Group’s social commitment and is enabled by the Migros Group with around CHF 15 million annually. For further information: