Case Study: Contemporary Art Center

Overview: The Contemporary Arts Center (affectionately known to Cincinnati locals as “The CAC”) impacts regional and global communities by providing different arts experiences that challenge, entertain, and educate. In 2016, the CAC changed it’s business model to offer free admission to all visitors. Wyzerr was hired to gather feedback on how the change affected visitors’ perception and attitude about going to the CAC.

The Challenge: The CAC was previously capturing feedback using hand written comment cards. Over the course of 2 years, they only captured 422 responses. They did not have a way of capturing insights digitally nor were they capturing the demographics of those who participated. Additionally, someone had to manually go through the comment cards and save them individually.

The Solution: Wyzerr revamped the CAC’s existing survey into Wyzerr Smartforms. The campaign was activated on-site with a digital consumer feedback experience using one iPad tablet kiosk stationed at the front desk.

“It has been a great experience working with the Wyzerr team to develop and implement an innovative and creative way for our institution to better understand, market and serve our visitor.

— Lindsay Simmons, Visitor Experience and Member Engagement Manager

The Results: In three months, Wyzerr has collected half of the responses the original paper survey captured over 2 years. With 197 responses and counting, Wyzerr is on pace to surpass the 422 target within the next 90 days. Additionally, 75% of all visitors that begin the survey complete it.

Once the CAC survey reaches 1,000 responses, Wyzerr will be focused on reviewing the data to find anomalies and patterns in the data set that we can share with the CAC to predict future visitor behavior.