Visitors Behavior- A New Instrument for Digitized Visitor Observations

Dr. Lars Wohlers

January 30, 2026

Observing visitor behavior in exhibitions remains one of the most overlooked methods in audience research. This is particularly unfortunate because track-and-time studies are relatively easy to conduct, and no other method produces data of comparable reliability. They allow for effective and efficient documentation of total visitor dwell time as well as the use of individual objects, stations, labels, videos, and more. Specific behaviors—such as interactions with hands-on elements, taking breaks, talking with companions, or photographing exhibits—can also be documented through direct observation rather than speculation.

Observations are therefore especially well suited to complement other research methods, such as questionnaires, expert interviews, or media tracking.

The new Visitor Track ’n Time (VTNT) instrument offers a largely digitized approach to observational research. Over 10 years VTNT was developed by Dr. Lars Wohlers, an independent consultant from Germany with more than 25 years of experience in visitor research. During the webinar, Lars will present the instrument in a practice-oriented way using a fictional example.

With this new tool, nearly the entire observation process is handled digitally. After a simple initial setup, observers only need to click on predefined stations, panels, and other elements. All data collection, calculations, and graphic processing are automated.

Additional simplification is provided by the use of a motion-detection camera that can record visitor routes, allowing evaluators to log data efficiently at any point during the workweek. Data protection is maintained at all times.

Finally, a special feature of VTNT is the automated integration of site-specific data into Beverly Serrell’s Thorough Use Index. This gives evaluators not only their institution’s observation data but also a position within the index as a benchmark, enabling them to contextualize their findings on a broader scale.

Find testimonials here.

The webinar is free for NAI members, but there is a suggested donation of $5 for the Western Region’s scholarship fund.

Workshop Rates

Regular Rates: $5 donation to community scholarship fund
NAI Members can attend at no charge, $5 donation suggested

Workshop Contact

Nathan Taxel, [email protected]