Beverly Serrell

Director
Serrell & Associates

Beverly Serrell is one of the pioneers in visitor studies. She focuses on practical research aimed at creating and continually improving rich experiences for all visitors. Her work in exhibit planning and evaluation supports the evolution from knowledge-based, artifact-laden displays to narrative-based, visitor-centered experiences. She operates on the belief that visitors are motivated, interested people who deserve the very best a museum can achieve. The author of the well-known Exhibit Labels: An Interpretive Approach, Serrell's communication and evaluation philosophies extend far beyond the realm of labels. Her professional practice is increasingly focused professional development and capacity building. She has compiled and analyzed a database of tracking and timing (T&T) to build on the foundation of her and other's work, including several T&T publications. These include AAM's Paying Attention: Visitors and Museum Exhibitions in 1998, and database updates in an article for the Center for the Advancement of Informal Science Education in 2010. Her presentations for this AAM double session will offer further developments and tools for T&T to share with the museum profession.

Presentation(s):

• Study and Improve Visitor Experiences Using Timing and Tracking, Part 1

  Tuesday, May 21
  11:00 AM – 12:00 PM

• Study and Improve Visitor Experiences Using Timing and Tracking, Part 2

  Tuesday, May 21
  3:30 PM – 4:30 PM