How Sentomus works — museum visitor research in detail
How Sentomus works
A standardised audience study that enables museums to understand their visitors, measure impact, and benchmark results across Europe.
View participation plans ↓What you measure
In-depth insights across nine themes
The Sentomus questionnaire covers all relevant aspects of your museum — from visitor profiles and satisfaction to societal impact and economic contribution. Each topic is designed so you can translate findings into concrete actions.
Nine research themes, one comprehensive survey
The questionnaire is fully personalised to your museum's context. You can remove, add, or modify questions and answer options through the research platform.
Explore all nine themes in detailoverview
How it works
From registration to results in four steps
Sentomus is designed to minimise the workload for your team.
Register
Register your museum to the Sentomus platform and get immediate access to the study.
Personalise
Provide your museum's characteristics so we can personalise your survey. Add local questions & modify the standard questionnaire.
Collect responses
Share your personal survey link and QR code using the ready-to-use communication materials.
Analyse & act
Explore results in your live dashboard. Ambassador museums receive a comprehensive report with benchmarks.
Methodology & reliability
Scientifically grounded, practically designed
The study is built on a shared European standard, developed with academic partners and museum professionals. Rigorous enough to be credible, accessible enough to be practical.
9 researchers, 7 universities
The questionnaire is developed and validated by an international academic team, ensuring scientific accuracy.
International standard, local adaptation
A shared European questionnaire, adapted to national contexts and cultural specificities by local academic partners. Fully customised to each participating museum.
Dynamic & intelligent survey logic
The system identifies respondent profiles and shows only relevant questions — allowing visitors and non-visitors to be surveyed with the same questionnaire.
Available in 6 languages
German, English, French, Italian, Dutch, and Spanish. New languages are added regularly. Missing one? Let us know.
Sector-endorsed
The study is developed in close collaboration with national museum associations and sector professionals across Europe, ensuring the questionnaire addresses what truly matters for museums.
European benchmarking
Compare your museum with peers across Europe
One shared methodology makes meaningful comparison possible. See how your museum performs relative to similar institutions, national averages, and international results.*
Live dashboard
Explore your results in real time with filters and cross-tabulations
Research report
Comprehensive analysis with actionable insights for Ambassador museums
Peer comparison
Anonymous benchmarking with clusters of comparable museums
Trend analysis
Track changes over time for Pro and Ambassador museums
Your dashboard and report are always confidential — only your museum has access to its own results.
* Benchmarking with peer museums is available for Ambassador members.
Discover the 250+ museums and heritage sites that have already participated →
Why it matters
What Sentomus enables you to do
The study doesn't just measure — it gives your museum the evidence to act, improve, and communicate your impact with confidence.
Make informed decisions
Use visitor data to prioritise investments in programming, infrastructure, and communication.
Improve visitor experience
Identify what visitors value most and where there is room for improvement, with concrete suggestions.
Strengthen funding arguments
Demonstrate societal impact and economic contribution with credible, benchmarked data.
Reach new audiences
Understand why non-visitors don't come and former visitors stopped returning — and how to reach them.
Plans & pricing
Choose the plan that fits your museum
Since 2026, Sentomus is available free of charge. The free version includes a complete audience research study without compromising on quality. Upgrade at any time for extended features.
Member
- Full personalised visitor survey
- Live dynamic dashboard
- Multilingual (up to 6 languages)
- Communication materials
- European benchmarking report
Pro
- Everything in Member, plus:
- Unlimited respondents
- Trend measurement over time
- Extra helpdesk support
- Group participation & reports
- Short thematic surveys 2026
- Temporary exhibition surveys 2026
Ambassador
- Everything in Pro, plus:
- Individual research report
- Benchmarking with peer museums
- Executive summary for board
- Raw visitor data access
| No. of FTE | Member Free | Pro | Ambassador Premium |
|---|---|---|---|
| Less than 5 FTE | Free | ||
| 5 to 19 FTE | Free | ||
| 20 to 49 FTE | Free | ||
| 50 to 75 FTE | Free | ||
| More than 75 FTE | Free |
Practical information
Everything else you need to know
Details on target audience, timing, data privacy, security, support, and more.
The study is designed for surveying visitors of your museum — people who have been to your museum within the past 12 months.
It is also possible to include non-visitors (never been). The intelligent survey logic identifies each profile and presents only relevant questions.
Questionnaires are available in German, English, French, Italian, Dutch, and Spanish. You choose which languages to offer. New languages are added regularly — missing one? Let us know.
Sentomus is designed for any type of museum — public or private, small or large, regardless of collection or offer.
Discover the 250+ museums and heritage sites that have already participated →
The data collection period can run year-round or within a timeframe you select. Members can conduct the study during 6 months; Pro and Ambassador museums have 12 months.
For Ambassador museums, there are two fixed reporting points to choose from: June or December. All museums have ongoing access to their interactive dashboard throughout the study period.
Sentomus does not automatically renew memberships. After each research period, you will be contacted to offer the possibility to continue or upgrade your participation.
Each museum receives a personal survey link and QR code, plus personalised, ready-to-use communication materials for digital channels (ticketing, newsletter, website, social media) and physical touchpoints (posters, flyers). The base package includes digital materials; printed materials are available as an option.
The survey is fully responsive (smartphone, tablet, laptop, desktop). Live interviews via museum staff or volunteers are also possible. A simplified paper version is available.
For former visitors or non-visitors, dedicated materials are provided for distribution through the city, partner institutions, and social media channels.
To support museums reaching enough respondents, incentives are provided by the Sentomus study. For each completed survey, 1m² of rain forest will be saved through the organisation World Land Trust. Next to that, participants have a chance of winning attractive prizes. The incentives are fully organized by the Sentomus research team and are included in the cost of the participation. Also for museums that participate for free, a square meter will be saved per completed survey and their respondents will have the same chance of winning the prizes.
All systems are secured according to current standards:
- Secure servers with HTTPS / SSL encryption
- Continuous server backups
- Anti-BOT measures
Quality control measures ensure data integrity: consistency checks through control questions, detection of 'speeders', and anonymised IP address checks.
The study is conducted in full compliance with the European General Data Protection Regulation (GDPR). The survey is completely anonymous — no personal data of respondents is collected or stored.
Prize winners are determined by a random code system. Selected winners see a unique code after submission and contact the research team voluntarily. Contact details are deleted immediately afterward.
Your research results are the private property of your museum. They are shared only with your designated contact person(s). All benchmark analyses use anonymised data.
Sentomus is designed to be easy to implement. Step-by-step plans and short explanatory videos guide you through the complete study.
Pro and Ambassador museums have access to extra support via a professional helpdesk with ticket tracking.
Museum visitors can also reach the helpdesk via the "Help" button in the survey.
Groups of museums enjoy extra benefits including tailored pricing, group participation, group reports, group-level questions, and a shared structure on the platform.
Ambassador groups additionally receive individual reports per location, benchmarking with group-wide results, and raw data at group level.
The study is offered to museums completely independently. There is no external funding, which means results and data are completely confidential and analysis is conducted without any external influence. You decide if and how you want to publish your local results.
Ready to understand your audience?
Join 250+ museums and heritage sites across Europe. Start with a free membership or choose the plan that suits your needs.