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Imagine Exhibitions, a leader in global traveling entertainment, recently added powerful audience insights to its suite of services, bringing a new layer of data-driven decision making to the traveling exhibition space. As part of its enhanced focus on market research, Imagine piloted a new on-site survey initiative utilizing touchscreen survey kiosks within several of its 35+ exhibitions, with plans to roll kiosks out to every show in its portfolio in the coming year. The initial program has already yielded robust insights into the thoughts and behaviours of visitors, informing everything from onsite operations to marketing strategy—a benefit that is enjoyed by both Imagine as well as its clients and partners.

Early findings demonstrate the power of traveling exhibitions to reach new audiences, with surveys reporting an average of 40% of visitors to Imagine-produced exhibitions as first-time visitors to the host institution. An enormous boon to host venues, this statistic proves that interactive, educational, and entertaining blockbuster-style exhibitions like Sean Kenney’s Art: Made with LEGO® Bricks bring in new audiences and increase foot-traffic to host venues. Exhibitions serve as an excellent way to engage new audiences and deliver mission-based programming to communities who may not otherwise interact with an institution’s offerings. With 35+ traveling exhibitions in its portfolio, Imagine has traveling exhibitions suited for every venue, mission, and budget that are sure to educate, entertain, and enlighten visitors of all ages and backgrounds.

Imagine’s research team then layers demographic and psychographic information into the questionnaire in order to formulate a 360-degree view of the respondents. These detailed audience profiles arm clients with the tools they need in order to continue to engage these communities and bring them back through their doors. Real-time insights also help to evaluate marketing initiatives and determine what strategies are best utilized to reach the right audiences. With the aid of Imagine’s measurable data, venue clients can take the guesswork out of their marketing strategies and become targeted and precise in their planning.

Imagine, backed by a 10-year reputation for delivering the world’s most compelling immersive experiences worldwide, also sought to demonstrate the value of a high-quality visitor experience through the survey efforts. To date, results have shown that Imagine’s reputation stands true: visitors overwhelming rate the exhibitions highly, with an average of 90% of visitors rating their experience as 4 or 5 stars out of 5 possible. On shows like Downton Abbey: The Exhibition, whose visitors tend to be fervent fanatics of the beloved television series, these incredible results showcase Imagine’s ability to immerse visitors inside an environment with incredible attention to detail. Additionally, the glowing visitor ratings on shows like Downton Abbey: The Exhibition prove that large IP-backed exhibitions can attract visitors seeking entertainment while delivering a robust educational experience as well. In the case of Downton Abbey, the exhibition offers insight into the cultural and historical world of the early 20th century. And with another Imagine-produced branded show, Angry Birds Universe, kids and families are given the opportunity to tackle tough topics such as physics, math, and engineering in an engaging, approachable, and playful environment.

Moving forward, Imagine Exhibitions plans to continue to invest in market research efforts and build their data collection and analysis offerings. The company looks forward to growing its reputation as the “experts behind the experience” – providing unparalleled expertise in the field of traveling exhibitions to its clients and partners.

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