I wrote:
:| We do them from time to time (one is currently underway), generally
trying
:| to determine  if they felt their visit was 1) worthwhile, 2) memorable,
3)
:| was the staff helpful and 4) how did they learn of us?   We invite their
:| criticisms, suggestions, and also make sure they focus on our permanent
:| exhibits, our changing exhibit, our outdoor settlement, and our museum
shop
:| as they respond to questions.  Would we make changes in an exhibit based
on
:| this approach?  Only if repeatedly, someone found it lacking or of no
:| interest.

Rich Johnson asked:
>I'm curious; do you ask them to describe _how_ there visit was
>memorable or worthwhile?

We make a judgment call when we inquire whether, when they returned home,
they would suggest to their friends/families that it would be worth going
out of their way to visit when they pass through this isolated region of
Virginia.  (rating on a 1-5 scale)
And then we interpret that response in relation to their other reactions,
and also note any evidence of special enthusiasm (or lack thereof) when the
question is answered.  It's very imprecise.  But no, we don't really want
to tangle with the question of "how" their visit was memorable or
worthwhile.  Nor do we have any need to know.

Again, I wrote
:| As to museum marketing methodology in general?  I also doubt it
:| is truly possible to "position" ourselves as do Ralph Lauren and
:| Campbell's Chicken Noodle Soup.  We are not in the trend-setting
:| and brand identity businesses, and shouldn't be, in my opinion.

and Rich replied:

>Don't be so fast to run down "brand identity", especially because
>you seem to benefitting from it in at least one sense (the positive
>word of mouth you mentioned earlier).  A "brand identity" reflects
>the core ideas and qualities that people can count on your brand
>for.  Whether that is chicken soup, fashionwear or a particular
>level of museum experience, it is one of the more valuable
>intangible assets any operation can develop.

Never having been involved in creating a "brand identity" in the accepted
layman's sense of the term, I didn't intend to run it down.  Ideas and
qualities:  Yes, that's what museums and the knowledge industry is all
about.  But as for Joe Camel and Aunt Jemima, no.