The Centre for Evaluation and Visitor Research (ZEB)

The ZEB provides a service to museums and cultural institutions which view their visitors as clients. The ZEB creates a way to help these organizations study and evaluate their visitors so they can get to know their target audience better, quantify goals and targets, or review the effectiveness of measures that have been implemented.

The ZEB arose from the work conducted under the direction of Prof. Hans Joachim Klein at the Institute of Sociology at Universität Karlsruhe in the field of empirical cultural research. For over three decades, they have conducted visitor studies, evaluations, market analyses and consultancy. This tradition of praxis-oriented research was continued in 2003 when the ZEB was established by a cooperation agreement between the Faculty For Humanities and Social Sciences of Universität Karlsruhe and the Badisches Landesmuseum.

Core competence

The ZEB collects and assesses data about visitors and/or non-visitors to museums and leisure / cultural activities. Its core competence is to acquire the relevant information and formulate recommendations. This gives cultural institutions a scientifically rooted basis for making strategic and operative decisions.

Due to its extensive studies at different types of museums and cultural institutions, the ZEB has experience which allows it to draw comparisons to other facilities when interpreting study results.


For years, the ZEB has implemented and optimized the wide range of its methods during projects on analyzing and evaluating visitors.

The ZEB develops measurement instruments for quantitative and qualitative studies and then customizes them to the goals of the institution in question. One highly versatile tool is the "ViCard" method developed by the ZEB; it is a compact survey written on a visitor questionnaire card.


Zentrum für Evaluation und Besucherforschung
am Badischen Landesmuseum
Schlossbezirk 10
D - 76131 Karlsruhe