Centre for Evaluation and Visitor Research

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 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.

The range of products and services includes:

  • Visitor studies and non-visitors studies: who comes to the museum, who doesn't and why?
  • Potential analyses and image studies: determining target groups and reach, profiles of strengths and weaknesses
  • Front-end evaluation: expectations, market analyses, goal-planning tools, concept reviews
  • Formative evaluation: planning and structuring feedback during an event
  • Remedial evaluation: testing mock-ups to optimize long-term solutions
  • Summative evaluation: an analysis of success or effectiveness during or after an exhibition
  • Status-quo analysis: an inventory to clarify goals before restructuring or updating existing exhibitions/ departments


  • Albertina, Wien (Österreich)
  • Art Forum Würth Capena (Italien)
  • Art Room Würth Austria (Österreich)
  • Badisches Landesmuseum, Karlsruhe
  • Deutsches Museum, München
  • Forum Würth Arlesheim (Schweiz)
  • Galleri Würth, Nittedal (Norwegen)
  • Kulturforum Würth Chur (Schweiz)
  • Kulturforum Würth Kolding (Dänemark)
  • Kunstforum Würth Turnhout (Belgien)
  • Kunsthistorisches Museum, Wien (Österreich)
  • Landesmuseum Mainz
  • Landesmuseum Württemberg, Stuttgart
  • Landschaftsverband Rheinland (LVR), Köln
  • Musée Suisse Gruppe, Zürich (Schweiz)
  • Musée Würth France, Erstein (Frankreich)
  • Museo Würth, La Rioja (Spanien)
  • Museum für Kommunikation, Bern (Schweiz)
  • Museum Würth, Künzelsau
  • Museum.BL, Basel-Landschaft (Schweiz)
  • Naturhistorisches Museum Basel (Schweiz)
  • Rheinisches Landesmuseum Trier
  • Schlossfestspiele Ettlingen
  • Staatliche Kunsthalle Karlsruhe
  • Staatliche Schlösser und Gärten Baden-Württemberg
  • Staatliches Museum für Naturkunde Karlsruhe
  • Technisches Museum Wien (Österreich)
  • Technoseum, Mannheim
  • Universität Karlsruhe (TH)
  • Weltkulturerbe Völklinger Hütte, Völklingen


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

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Your contact

Despina Antonatou


T +49 (0) 721 926-5198 /-6510

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