{ "deck": { "title": "Audio guides in museums: visitor experience, AI solutions, and bringing heritage to life in Lithuania", "location": "Kernavė, 9 October 2026" }, "LOGO": { "src": "/assets/wisit-logo-wordmark.png", "alt": "Wisit", "width": 180, "height": 46 }, "agenda": { "label": "Contents", "kicker": "Kernavė, 9 October 2026", "title": "Contents", "items": [ { "num": "01", "title": "Why audio guides matter", "text": "" }, { "num": "02", "title": "Introductions. About you and about WISIT AI", "text": "" }, { "num": "03", "title": "Norstat and Wisit study on museums and audio guides", "text": "" }, { "num": "04", "title": "A study of Lithuanian museum websites", "text": "" }, { "num": "05", "title": "Artificial intelligence solutions", "text": "" } ] }, "hero": { "label": "Give stories a voice", "titleLines": [ "Give", "stories" ], "titleAccent": "a voice", "lede": "AI audio guides for museums and heritage sites", "eventKicker": "Kernavė, 9 October 2026", "eventTitle": "Audio guides", "eventTitleAccent": "in museums", "eventLede": "Visitor experience, artificial intelligence, and bringing heritage to life in Lithuania", "image": "/assets/hero-desktop.webp" }, "howItWorks": { "label": "What is Wisit.ai?", "headingBefore": "What is", "phases": [ { "id": "plan", "emoji": "🗺️", "label": "Planning", "details": [ "Plan routes, stops, and visitor flows", "Change and improve the structure at any time", "Adapt tours for different audiences" ] }, { "id": "content", "emoji": "✍️", "label": "Creating and editing content", "details": [ "Add text, images, and media to every stop", "Edit the text and reorder stops whenever you need", "AI assistants apply audio-guide best practice to your scripts" ] }, { "id": "translate", "emoji": "🌐", "label": "Translation into 50 languages", "details": [ "Automatic translation on request", "Two AI agents for each language: a translator and a reviewer", "You approve the final text before it is published" ] }, { "id": "voice", "emoji": "🎙️", "label": "Narration with a synthetic voice", "details": [ "Studio-quality synthetic voices", "Chosen for museum and audio-guide storytelling", "Preview the narration in every language" ] }, { "id": "publish", "emoji": "🚀", "label": "Publishing", "details": [ "Publish instantly with one click", "A tour link that is easy to share", "No app to download" ] } ] }, "aiSolutions": { "label": "AI solutions", "title": "Which artificial intelligence solutions can be applied", "items": [ { "num": "A", "title": "Content creation", "text": "Trained on audio-tour best practice." }, { "num": "B", "title": "Automatic translation", "text": "DeepL, with the text checked." }, { "num": "C", "title": "Synthetic voice", "text": "Already very good in Lithuanian too." }, { "num": "D", "title": "Chatbots", "text": "Answer visitor questions from the museum’s own sources." } ] }, "thanks": { "label": "Thank you", "title": "Thank you for your attention", "name": "Augustinas Zinevičius", "role": "Wisit co-founder", "qrLabel": "LinkedIn", "photo": "/assets/augustinas-zinevicius.jpg", "qr": "/assets/linkedin-qr.png", "linkedinUrl": "https://www.linkedin.com/in/zinevicius/" }, "poll": { "kicker": "Live poll", "joinTitle": "About you", "joinHint": "Scan the QR code with your phone", "joinPrize": "A gift is waiting for participants", "aiWork": "Do you use AI in your everyday work?", "aiExhibitions": "Do you use AI to make exhibitions better?", "audio": "Do you offer audio tours to your visitors?", "langs": "Which languages do you offer?", "improve": "Do you feel your tours would be worth updating or improving?", "qr": "/assets/poll-qr.png", "pollPath": "/poll/", "yes": "Yes", "no": "No", "partial": "Partly", "base": "N={n}", "langLabels": { "en": "English", "lt": "Lithuanian", "pl": "Polish", "ua": "Ukrainian", "de": "German", "fr": "French", "lv": "Latvian", "he": "Hebrew", "ru": "Russian", "sign": "Sign language", "other": "Other" } }, "moreLaunchedProjects": { "label": "Partners", "kicker": "Ecosystem", "title": "Partners", "items": [ { "name": "National Museum of Lithuania", "logo": "/assets/projects/lnm-partner.png" }, { "name": "Raudondvaris Manor", "logo": "/assets/projects/raudondvaris-partner.png" }, { "name": "Lithuanian Ethnographic Museum", "logo": "/assets/projects/lemu.png" }, { "name": "Ukmergė Local History Museum", "logo": "/assets/projects/ukmerge.png" }, { "name": "Maironis Lithuanian Literature Museum", "logo": "/assets/projects/maironis.png" }, { "name": "Joniškis History and Culture Museum", "logo": "/assets/projects/joniskis.webp" }, { "name": "Mikhail Bulgakov Museum", "logo": "/assets/projects/bulgakov.png" }, { "name": "Panevėžys City Art Gallery", "logo": "/assets/projects/panevezys.png" }, { "name": "Lithuanian Railway Museum", "logo": "/assets/projects/railway.webp" }, { "name": "Merkinė Regional Museum", "logo": "/assets/projects/merkin.png" }, { "name": "Oleg Antonov State Aviation Museum", "logo": "/assets/projects/antonov.png" }, { "name": "Cherkasy Regional Art Museum", "logo": "/assets/projects/cherkasy.png" }, { "name": "National Museum of the History of Ukraine", "logo": "/assets/projects/ukraine-history.png" } ] }, "pressFeatured": { "label": "In the press", "kicker": "Press and recognition", "title": "In the press", "items": [ { "id": "vz", "publication": "Verslo žinios", "logo": "/assets/press/vz.jpg", "date": "2023", "quote": "It is a cost-saving revolution that keeps recording quality high — listeners cannot tell these are not human voices." }, { "id": "15min", "publication": "15min", "logo": "/assets/press/15min.png", "date": "2023", "quote": "In the new audio guide, historical figures tell the story of Vilnius and Gediminas Castle, keeping visitors interested." }, { "id": "technologijos", "publication": "technologijos.lt", "logo": "/assets/press/technologijos.png", "date": "2024", "quote": "Cultural institutions compete not only with each other, but with cinema, video games, and other entertainment. They want to stay interesting and attractive." }, { "id": "lrt", "publication": "LRT Klasika", "logo": "/assets/press/lrt.png", "date": "2023", "quote": "Visitors can use an innovative audio guide created by the Lithuanian startup Wisit, powered by artificial intelligence." }, { "id": "alfa", "publication": "alfa.lt", "logo": "/assets/press/alfa.png", "date": "2024", "quote": "Given how little time we had and how minimal the filming setup was, the result is astonishing and creates a real sense of authenticity." }, { "id": "7md", "publication": "7 meno dienos", "logo": "/assets/press/7md.png", "date": "2024", "quote": "Using artificial intelligence tools, the Wisit team produced two short videos in just a week and a half." } ] }, "projectsMap": { "label": "Innovators are already creating with Wisit", "kicker": "Real-world impact", "title": "", "mapLabel": "Map", "zoomOut": "Show all", "exportImage": "/assets/projects/map-export.png", "markerIcon": "/assets/wisit-marker.png", "locations": [ { "id": 1, "lat": 54.6866, "lng": 25.2905, "name": "Gediminas Castle", "image": "/assets/map/gedimino.jpg", "addressLine1": "Arsenalo St 1, Vilnius", "addressLine2": "Lithuania" }, { "id": 2, "lat": 54.9142, "lng": 23.7797, "name": "Raudondvaris Manor", "image": "/assets/map/raudondvaris.jpg", "addressLine1": "Pilies Path 1, Raudondvaris", "addressLine2": "Lithuania" }, { "id": 3, "lat": 54.8619, "lng": 24.195, "name": "Lithuanian Ethnographic Museum", "image": "/assets/map/open-air.jpg", "addressLine1": "J. Aisčio St 2, Rumšiškės", "addressLine2": "LT-56335, Lithuania" }, { "id": 4, "lat": 54.8967, "lng": 23.8842, "name": "Maironis Lithuanian Literature Museum", "image": "/assets/map/maironis.jpg", "addressLine1": "Rotušės Sq 13, Kaunas", "addressLine2": "LT-44279, Lithuania" }, { "id": 5, "lat": 56.2383, "lng": 23.6128, "name": "Joniškis History and Culture Museum", "image": "/assets/map/joniskis.jpg", "addressLine1": "Mėnulio St 3, Joniškis", "addressLine2": "LT-84146, Lithuania" }, { "id": 19, "lat": 56.2402, "lng": 23.6168, "name": "Joniškis Synagogue Complex", "image": "/assets/map/joniskis-synagogue.jpg", "addressLine1": "Rotušės St 4, Joniškis", "addressLine2": "LT-84148, Lithuania" }, { "id": 6, "lat": 55.7278, "lng": 24.3667, "name": "Panevėžys City Art Gallery", "image": "/assets/map/panevezys.jpg", "addressLine1": "Respublikos St 64, Panevėžys", "addressLine2": "LT-35158, Lithuania" }, { "id": 7, "lat": 54.6722, "lng": 25.2844, "name": "Lithuanian Railway Museum", "image": "/assets/map/railway.jpg", "addressLine1": "Geležinkelio St 16, Vilnius", "addressLine2": "LT-02100, Lithuania" }, { "id": 8, "lat": 55.3945, "lng": 24.6188, "name": "President Antanas Smetona Manor", "image": "/assets/map/smetona.jpg", "addressLine1": "Dvaro St 3, Užulėnis", "addressLine2": "Ukmergė district, Lithuania" }, { "id": 18, "lat": 50.4608, "lng": 30.5147, "name": "Mikhail Bulgakov Museum", "image": "/assets/map/bulgakov.jpg", "addressLine1": "Andriivskyi Descent 13, Kyiv", "addressLine2": "Ukraine" }, { "id": 9, "lat": 55.2501, "lng": 24.7658, "name": "Ukmergė Local History Museum", "image": "/assets/map/ukmerge.jpg", "addressLine1": "Kęstučio Sq 9, Ukmergė", "addressLine2": "LT-20114, Lithuania" }, { "id": 10, "lat": 54.1629, "lng": 24.1852, "name": "Merkinė Regional Museum", "image": "/assets/map/merkin.jpg", "addressLine1": "S. Dariaus ir S. Girėno Sq 1, Merkinė", "addressLine2": "LT-65333, Lithuania" }, { "id": 11, "lat": 50.4062, "lng": 30.4602, "name": "Oleg Antonov State Aviation Museum", "image": "/assets/map/antonov.jpg", "addressLine1": "Vulytsya Medova 1, Kyiv", "addressLine2": "03048, Ukraine" }, { "id": 12, "lat": 49.4424, "lng": 32.0683, "name": "Cherkasy Regional Art Museum", "image": "/assets/map/cherkasy.jpg", "addressLine1": "Khreshchatyk St 259, Cherkasy", "addressLine2": "18002, Ukraine" }, { "id": 13, "lat": 50.4583, "lng": 30.5161, "name": "National Museum of the History of Ukraine", "image": "/assets/map/ukraine-history.jpg", "addressLine1": "Volodymyrska St 2, Kyiv", "addressLine2": "Ukraine" }, { "id": 14, "lat": 50.4358, "lng": 30.5577, "name": "Treasury of the National Museum of the History of Ukraine", "image": "/assets/map/ukraine-treasury.jpg", "addressLine1": "Ivan Mazepa St 21, Building 12, Kyiv", "addressLine2": "Kyiv-Pechersk Lavra, Ukraine" }, { "id": 15, "lat": 54.8984, "lng": 23.9229, "name": "Children’s Literature Museum", "image": "/assets/map/vaiku-literatura.jpg", "addressLine1": "K. Donelaičio St 13, Kaunas", "addressLine2": "LT-44239, Lithuania" }, { "id": 16, "lat": 54.9069, "lng": 23.9502, "name": "Balys and Vanda Sruoga House Museum", "image": "/assets/map/sruoga.jpg", "addressLine1": "B. Sruogos St 21, Kaunas", "addressLine2": "Lithuania" }, { "id": 17, "lat": 55.9267, "lng": 23.3002, "name": "Šiauliai Railway Museum", "image": "/assets/map/siauliai-railway.jpg", "addressLine1": "Dubijos St 26, Šiauliai", "addressLine2": "LT-77208, Lithuania" } ] }, "research": { "label": "Research", "num": "03", "kicker": "Quantitative research", "titleLines": [ "Museum visits", "and audio guides", "in Lithuania" ], "lede": "A representative survey of visitor behaviour and the potential of audio guides", "meta": [ "Report prepared by Ginta Petraitytė" ], "metaTitle": "Survey parameters", "sample": { "label": "Sample", "value": "N=500", "note": "representative of Lithuania" }, "provider": { "label": "Research partner", "text": "Norstat online panel", "logo": "/assets/research/norstat.png", "alt": "Norstat" }, "survey": { "label": "Survey period", "dates": "Survey: 10–17 March 2026" } }, "team": { "label": "About us", "num": "02", "kicker": "", "title": "About us", "highlights": [ "10 years in tourism and marketing, ending in a successful business exit", "More than 20 years in software, with an experienced team in big data and e-commerce", "The last 3 years as AI innovators — the idea was born after winning Lithuania’s AI hackathon", "Winners of 3 hackathons: Problemathon, Login Hackathon, and AI Lithuania Hackathon", "Experience gathered while travelling: Western Europe, the USA, Brazil, Japan, and Singapore" ], "partnersLabel": "Partners and backers", "partners": [ { "src": "/assets/partners/katalista-ventures.png", "alt": "Katalista Ventures" }, { "src": "/assets/partners/baltic-sandbox-ventures.png", "alt": "Baltic Sandbox Ventures" }, { "src": "/assets/partners/educhallenger.png", "alt": "Edu Challenger" }, { "src": "/assets/partners/firstpick.png", "alt": "Firstpick" }, { "src": "/assets/partners/inovaciju-agentura.png", "alt": "Innovation Agency" }, { "src": "/assets/partners/ai-association.png", "alt": "Lithuanian Artificial Intelligence Association" }, { "src": "/assets/partners/eu-funded.png", "alt": "Funded by the European Union", "featured": true }, { "src": "/assets/partners/new-generation-lt.png", "alt": "Next Generation Lithuania", "featured": true } ] }, "study": { "label": "Who carried out the study", "kicker": "About the study", "title": "Who carried out the study", "author": { "label": "Study carried out by", "name": "Norstat LT", "text": "A market research and data collection company working in Lithuania since 2008. Part of Norstat Group, active in Europe and the Americas. Its main work is market research and public opinion surveys." }, "clientsLabel": "Trusted by", "clients": [ { "name": "SEB bank", "logo": "/assets/study-logos/seb.svg" }, { "name": "Luminor", "logo": "/assets/study-logos/luminor.svg" }, { "name": "Tele2", "logo": "/assets/study-logos/tele2.png" }, { "name": "Lidl Lithuania", "logo": "/assets/study-logos/lidl.svg" }, { "name": "Rimi Baltic", "logo": "/assets/study-logos/rimi.png" }, { "name": "Senukai", "logo": "/assets/study-logos/senukai2.png" }, { "name": "ERGO", "logo": "/assets/study-logos/ergo.jpg" }, { "name": "Swedbank", "logo": "/assets/study-logos/swedbank.svg" }, { "name": "LRT", "logo": "/assets/study-logos/lrt.png", "dark": true }, { "name": "Gintarinė vaistinė", "logo": "/assets/study-logos/gintarine.svg" }, { "name": "PC Panorama", "logo": "/assets/study-logos/panorama.svg" }, { "name": "15min", "logo": "/assets/study-logos/15min.png" }, { "name": "TS-LKD", "logo": "/assets/study-logos/ts-lkd.svg" }, { "name": "LSDP", "logo": "/assets/study-logos/lsdp.png" } ], "client": { "label": "Client", "name": "Wisit", "text": "Wisit commissioned the study. Our influence was limited to the topics we wanted information on." } }, "researchFooter": "Base: all respondents N=500; museum visitors N=456; used an audio guide N=200", "researchSlides": [ { "id": "rs-method", "kicker": "Method", "title": "About the study", "body": { "method": { "facts": [ { "label": "Target group", "value": "Residents of Lithuania aged 18–74" }, { "label": "Sample", "value": "N = 500", "note": "Margin of error ±4.4%" }, { "label": "Method", "value": "Online survey", "note": "CAWI (Norstat panel)" }, { "label": "Period", "value": "10–17 March 2026" } ], "purposeLabel": "Aim of the study", "purpose": "To understand how museum visitors behave, and to show how audio guides can improve the visit and increase museum income.", "note": "Data collection: Norstat. Representative of Lithuania." } } }, { "id": "rs-demo", "kicker": "Demographics", "title": "Social and demographic profile", "variant": "slide--rs--demo", "footer": "% of all respondents, N=500", "body": { "demo": [ { "title": "Gender", "rows": [ { "l": "Male", "n": 242, "p": 48 }, { "l": "Female", "n": 258, "p": 52 } ] }, { "title": "Age group", "rows": [ { "l": "18–24", "n": 43, "p": 9 }, { "l": "25–34", "n": 77, "p": 15 }, { "l": "35–44", "n": 103, "p": 21 }, { "l": "45–54", "n": 95, "p": 19 }, { "l": "55–64", "n": 102, "p": 20 }, { "l": "65–74", "n": 80, "p": 16 } ] }, { "title": "Place of residence", "rows": [ { "l": "Vilnius", "n": 103, "p": 21 }, { "l": "Kaunas", "n": 54, "p": 11 }, { "l": "Klaipėda", "n": 29, "p": 6 }, { "l": "Other cities", "n": 122, "p": 24 }, { "l": "Village or small town", "n": 192, "p": 38 } ] }, { "title": "Marital status", "rows": [ { "l": "Single", "n": 75, "p": 15 }, { "l": "Living with a partner", "n": 86, "p": 17 }, { "l": "Married", "n": 282, "p": 56 }, { "l": "Divorced or widowed", "n": 57, "p": 11 } ] }, { "title": "Household size", "rows": [ { "l": "1 person", "n": 74, "p": 15 }, { "l": "2 people", "n": 207, "p": 41 }, { "l": "3 people", "n": 109, "p": 22 }, { "l": "4 people", "n": 75, "p": 15 }, { "l": "5 or more", "n": 35, "p": 7 } ] }, { "title": "Education", "rows": [ { "l": "Primary or basic", "n": 5, "p": 1 }, { "l": "Secondary", "n": 114, "p": 23 }, { "l": "Vocational higher", "n": 50, "p": 10 }, { "l": "University", "n": 331, "p": 66 } ] }, { "title": "Main occupation", "rows": [ { "l": "Self-employed", "n": 47, "p": 9 }, { "l": "Manager", "n": 37, "p": 7 }, { "l": "Qualified specialist", "n": 143, "p": 29 }, { "l": "Office worker", "n": 42, "p": 8 }, { "l": "Student", "n": 23, "p": 5 }, { "l": "Retired", "n": 68, "p": 14 }, { "l": "Skilled worker", "n": 52, "p": 10 }, { "l": "Not working", "n": 22, "p": 4 }, { "l": "Other employed", "n": 66, "p": 13 } ] }, { "title": "Household type", "rows": [ { "l": "Youngest child under 3", "n": 53, "p": 11 }, { "l": "Youngest child 4–7", "n": 40, "p": 8 }, { "l": "Youngest child 8–18", "n": 68, "p": 14 }, { "l": "Youngest child over 18", "n": 69, "p": 14 }, { "l": "One-person household", "n": 70, "p": 14 }, { "l": "Two-adult household", "n": 180, "p": 36 }, { "l": "Other", "n": 20, "p": 4 } ] }, { "title": "Personal income (net / month)", "rows": [ { "l": "Up to €550", "n": 29, "p": 6 }, { "l": "€551–750", "n": 46, "p": 9 }, { "l": "€751–1,000", "n": 69, "p": 14 }, { "l": "€1,001–1,250", "n": 64, "p": 13 }, { "l": "€1,251–1,500", "n": 65, "p": 13 }, { "l": "More than €1,500", "n": 114, "p": 23 }, { "l": "Hard to say / not stated", "n": 113, "p": 23 } ] } ] } }, { "id": "rs-margin", "kicker": "Margin of error", "title": "Statistical margin of error", "insight": "A margin of error appears because a sample is surveyed, not the whole population. The table shows the margin, in percentage points, by sample size and how answers are split.", "variant": "slide--rs--margin", "footer": null, "body": { "table": { "head": [ "Sample", "50", "45/55", "40/60", "35/65", "30/70", "25/75", "20/80", "15/85", "10/90", "5/95" ], "rows": [ [ "10", "31.0", "30.8", "30.4", "29.6", "28.4", "26.8", "24.8", "22.1", "18.6", "13.5" ], [ "30", "17.9", "17.8", "17.5", "17.1", "16.4", "15.5", "14.3", "12.8", "10.7", "7.8" ], [ "50", "13.9", "13.8", "13.6", "13.2", "12.7", "12.0", "11.1", "9.9", "8.3", "6.0" ], [ "75", "11.3", "11.3", "11.1", "10.8", "10.4", "9.8", "9.1", "8.1", "6.8", "4.9" ], [ "100", "9.8", "9.8", "9.6", "9.3", "9.0", "8.5", "7.8", "7.0", "5.9", "4.3" ], [ "150", "8.0", "8.0", "7.8", "7.6", "7.3", "6.9", "6.4", "5.7", "4.8", "3.5" ], [ "200", "6.9", "6.9", "6.8", "6.6", "6.4", "6.0", "5.5", "4.9", "4.2", "3.0" ], [ "300", "5.7", "5.6", "5.5", "5.4", "5.2", "4.9", "4.5", "4.0", "3.4", "2.5" ], [ "400", "4.9", "4.9", "4.8", "4.7", "4.5", "4.2", "3.9", "3.5", "2.9", "2.1" ], [ "500", "4.4", "4.4", "4.3", "4.2", "4.0", "3.8", "3.5", "3.1", "2.6", "1.9" ], [ "600", "4.0", "4.0", "3.9", "3.8", "3.7", "3.5", "3.2", "2.9", "2.4", "1.7" ], [ "700", "3.7", "3.7", "3.6", "3.5", "3.4", "3.2", "3.0", "2.6", "2.2", "1.6" ], [ "800", "3.5", "3.4", "3.4", "3.3", "3.2", "3.0", "2.8", "2.5", "2.1", "1.5" ], [ "900", "3.3", "3.2", "3.2", "3.1", "3.0", "2.8", "2.6", "2.3", "2.0", "1.4" ], [ "1000", "3.1", "3.1", "3.0", "3.0", "2.8", "2.7", "2.5", "2.2", "1.9", "1.4" ] ], "highlight": "500" } } }, { "id": "rs-visited", "title": "Museum visits in the past 12 months", "question": "Q1. In the past 12 months, have you visited a museum or manor in Lithuania or abroad?", "insight": "Museums reach a wide audience — 3 in 4 Lithuanians visited one in the past year. Only a quarter of residents did not.", "variant": "slide--rs--lead", "body": { "split": [ { "bars": [ { "l": "Yes, in Lithuania", "v": 61 }, { "l": "Yes, abroad", "v": 28 }, { "l": "No", "v": 25 }, { "l": "Don’t remember / can’t say", "v": 5 } ] }, { "callout": "75%", "label": "Potential museum audience" } ] } }, { "id": "rs-frequency", "title": "How often people visit", "question": "Q2. How many times in the past 12 months did you visit museums or manors in Lithuania or abroad?", "insight": "Visitors are active — every second person in Lithuania visits 2–3 times a year.", "variant": "slide--rs--lead", "body": { "split": [ { "section": "in Lithuania", "body": { "bars": [ { "l": "Once", "v": 29 }, { "l": "2–3 times", "v": 50 }, { "l": "4–5 times", "v": 14 }, { "l": "6 or more times", "v": 8 } ], "accent": 1 } }, { "callout": "50%", "label": "Visit museums 2–3 times a year" } ] } }, { "id": "rs-return", "title": "Returning to the same museum, and why", "question": "Q4. Have you visited the same museum or manor more than once? Q5. Why did you return? (several answers possible)", "insight": "Returning is common — 4 in 10 visitors go back to the same museum. Most often they go with other people, for discounted entry, or for a new exhibition.", "variant": "slide--rs--rev slide--rs--dense slide--rs--lead", "body": { "split": [ { "section": "Did they return?", "body": { "bars": [ { "l": "Yes", "v": 40 }, { "l": "No", "v": 60 } ] } }, { "section": "Why did they return?", "body": { "bars": [ { "l": "I went with other people", "v": 49 }, { "l": "Free or discounted entry", "v": 28 }, { "l": "A new exhibition", "v": 26 }, { "l": "I liked the exhibition or the experience", "v": 22 }, { "l": "Events, such as Vilnius Days", "v": 15 }, { "l": "I follow a particular guide or curator’s programme", "v": 5 }, { "l": "Other", "v": 8 } ] } } ] } }, { "id": "rs-motives", "title": "Why people choose a museum", "question": "Q6. What most encourages you to choose a museum or manor over other ways to spend free time? (several answers possible)", "insight": "Learning comes ahead of other motives — 4 in 10 choose a museum to broaden their horizons. History, meaningful free time, and the place itself matter almost as much.", "variant": "slide--rs--dense slide--rs--lead", "body": { "bars": [ { "l": "Wanting to broaden one’s horizons", "v": 41 }, { "l": "Wanting to learn more about history or culture", "v": 36 }, { "l": "Wanting to spend free time in a meaningful way", "v": 35 }, { "l": "Tourism or travel", "v": 33 }, { "l": "Wanting a new experience", "v": 31 }, { "l": "An attractive museum setting or building", "v": 30 }, { "l": "Free or cheaper entry", "v": 25 }, { "l": "Interesting events or special exhibitions", "v": 23 }, { "l": "Recommendations from friends", "v": 18 }, { "l": "Wanting people close to me to learn something", "v": 17 }, { "l": "Interest in a specific topic", "v": 14 }, { "l": "Shorter stories, told in a more engaging way", "v": 5 }, { "l": "Social media and other media", "v": 5 }, { "l": "A particular curator, historian, or guide’s programme", "v": 2 }, { "l": "Other", "v": 1 } ] } }, { "id": "rs-explore", "title": "How people explore exhibitions, and whether explanations are missing", "question": "Q8. How do you explore an exhibition? Q9. Did you feel the objects needed a clearer explanation?", "insight": "Most people explore alone — 6 in 10 visitors walk an exhibition on their own. 61% often or sometimes miss clearer explanations.", "variant": "slide--rs--even slide--rs--lead", "body": { "split": [ { "section": "How do visitors explore an exhibition?", "body": { "bars": [ { "l": "On their own, without extra help", "v": 60 }, { "l": "It depends on the museum", "v": 43 }, { "l": "On a tour with a live guide", "v": 22 }, { "l": "On their own, with an audio guide", "v": 19 } ] } }, { "section": "Are explanations of the objects missing?", "body": { "accent": [0, 1], "bars": [ { "l": "Yes, often", "v": 14 }, { "l": "Sometimes", "v": 47 }, { "l": "Rarely", "v": 26 }, { "l": "Never", "v": 6 }, { "l": "Hard to say", "v": 8 } ] } } ] } }, { "id": "rs-more", "title": "What would make people visit more often?", "question": "Q7. What would encourage you to visit museums or manors more often? (several answers possible)", "insight": "Events would do the most to encourage more visits — every second visitor says so. One in five mentions an audio guide or digital experiences.", "variant": "slide--rs--dense slide--rs--lead", "body": { "split": [ { "bars": [ { "l": "Interesting events (talks, festivals, themed days)", "v": 50 }, { "l": "More varied exhibitions, or ones that change more often", "v": 31 }, { "l": "Educational activities for families", "v": 25 }, { "l": "Access to an audio guide or digital experiences", "v": 22 }, { "l": "Interactive or technology-based experiences", "v": 19 }, { "l": "A particular curator, historian, or guide’s programme", "v": 14 }, { "l": "More engaging education for children", "v": 13 }, { "l": "Audio-guide content for different audiences", "v": 12 }, { "l": "Other", "v": 9 } ], "accent": 3 }, { "callout": "22%", "label": "Want to use an audio guide" } ] } }, { "id": "rs-usage", "title": "Use of audio guides", "question": "Q10. In the past 12 months, have you used an audio guide in a museum?", "insight": "56% of visitors did not use an audio guide in the past 12 months. Among those who did, more used one abroad than in Lithuania.", "variant": "slide--rs--even", "body": { "split": [ { "section": "Used an audio guide", "body": { "bars": [ { "l": "Yes, in Lithuania", "v": 21 }, { "l": "Yes, abroad", "v": 27 }, { "l": "Never", "v": 56 } ] } }, { "stack": [ { "section": "By age", "body": { "grouped": { "ages": [ "18–24", "25–34", "35–44", "45–54", "55–64", "65–74" ], "series": [ { "label": "Never", "values": [ 63, 58, 50, 57, 54, 59 ] }, { "label": "Yes, abroad", "values": [ 19, 26, 32, 26, 27, 25 ] }, { "label": "Yes, in Lithuania", "values": [ 23, 17, 23, 19, 25, 18 ] } ] } } }, { "note": "Ages 18–24, 35–44, and 55–64 use an audio guide in Lithuania more often. Ages 35–44 use one abroad more often." } ] } ] } }, { "id": "rs-experience", "title": "How audio guides are rated", "question": "Q10B. Last experience on a 1–10 scale. Q11. What do you like most? Q12. What do you dislike most?", "insight": "An audio guide creates high value (8.2 out of 10). The main drawbacks are price, technical problems, and how the content is presented.", "variant": "slide--rs--triple", "body": { "triple": [ { "section": "Rating, 1–10", "body": { "group": [ { "score": "8.2", "scoreLabel": "Average " }, { "bars": [ { "l": "1", "v": 1 }, { "l": "2", "v": 0 }, { "l": "3", "v": 0 }, { "l": "4", "v": 2 }, { "l": "5", "v": 6 }, { "l": "6", "v": 5 }, { "l": "7", "v": 16 }, { "l": "8", "v": 28 }, { "l": "9", "v": 20 }, { "l": "10", "v": 24 } ], "accent": -1 } ] } }, { "section": "What do people like most?", "body": { "bars": [ { "l": "Exploring at your own pace", "v": 69 }, { "l": "Listening instead of reading", "v": 53 }, { "l": "Convenience", "v": 40 }, { "l": "Choice of languages", "v": 37 }, { "l": "More information", "v": 23 }, { "l": "Better accessibility", "v": 12 }, { "l": "Other", "v": 1 } ] } }, { "section": "What do people dislike most?", "body": { "bars": [ { "l": "It costs extra", "v": 34 }, { "l": "Technical problems", "v": 26 }, { "l": "Hard to get close to the object", "v": 22 }, { "l": "Recordings that are too long", "v": 21 }, { "l": "A dull presentation", "v": 20 }, { "l": "Not enough engaging storytelling", "v": 13 }, { "l": "Too much information", "v": 5 }, { "l": "Other", "v": 5 }, { "l": "Hard to use", "v": 3 }, { "l": "Too little information", "v": 2 } ] } } ] } }, { "id": "rs-influence", "title": "How an audio guide affects the decision to visit", "question": "Q13. How does the chance to use an audio guide affect your decision to visit a museum?", "insight": "33% say an audio guide makes a visit more likely. 42% say it does not affect the decision.", "body": { "split": [ { "bars": [ { "l": "Makes a visit much more likely", "v": 11 }, { "l": "Makes it slightly more likely", "v": 22 }, { "l": "Has no effect", "v": 42 }, { "l": "Makes it slightly less likely", "v": 2 }, { "l": "Makes a visit much less likely", "v": 4 }, { "l": "Hard to say", "v": 19 } ] }, { "callout": "33%", "label": "Makes a visit more likely" } ] } }, { "id": "rs-format", "title": "Preferred audio-guide format", "question": "Q14. Which audio-guide format is most convenient?", "insight": "Most visitors are ready to use an audio guide — 87% would use a phone, a museum device, or either.", "body": { "split": [ { "accent": [0, 2], "bars": [ { "l": "On my own phone (QR code)", "v": 26 }, { "l": "On a museum device", "v": 23 }, { "l": "Either is fine", "v": 38 }, { "l": "I would not use one", "v": 13 } ] }, { "callout": "87%", "label": "Would use an audio guide" } ] } }, { "id": "rs-missing", "title": "Have they found no audio guide available?", "question": "Q15. Have you found an exhibition with no audio guide?", "insight": "29% say audio guides are hard to find in museums.", "body": { "split": [ { "bars": [ { "l": "Yes", "v": 29 }, { "l": "No", "v": 16 }, { "l": "Don’t remember", "v": 55 } ] }, { "callout": "29%", "label": "Found no audio guide available" } ] } }, { "id": "rs-pay", "title": "Willingness to pay for an audio guide", "question": "Q16. Would you pay extra for a high-quality audio guide? Q17. What is the most you would pay?", "insight": "20% clearly agree to pay, and another 50% decide based on the price. The amounts chosen most often are €2–3 or €4–5.", "variant": "slide--rs--rev", "body": { "split": [ { "section": "Would they pay for a high-quality audio guide?", "body": { "bars": [ { "l": "Yes", "v": 20 }, { "l": "It depends on the price", "v": 50 }, { "l": "No", "v": 30 } ] } }, { "section": "What is the most they would pay?", "body": { "bars": [ { "l": "Up to €1", "v": 3 }, { "l": "€1–2", "v": 18 }, { "l": "€2–3", "v": 28 }, { "l": "€3–4", "v": 6 }, { "l": "€4–5", "v": 24 }, { "l": "€5 or more", "v": 12 }, { "l": "Hard to say", "v": 9 } ], "accent": 2 } } ] } }, { "id": "rs-pay-age", "title": "Willingness to pay, by age", "question": "Q16. Would you pay extra for a high-quality audio guide?", "insight": "The youngest and oldest groups are more likely to refuse an extra charge. 51% of ages 18–24 say no, and 58% of ages 65–74.", "body": { "grouped": { "ages": [ "18–24", "25–34", "35–44", "45–54", "55–64", "65–74" ], "series": [ { "label": "Yes", "values": [ 14, 22, 21, 19, 20, 21 ] }, { "label": "It depends on the price", "values": [ 35, 49, 45, 52, 54, 21 ] }, { "label": "No", "values": [ 51, 29, 34, 29, 27, 58 ] } ] } } }, { "id": "rs-tech", "title": "Attitudes to technology in museums", "question": "Q18. Should a museum offer digital experiences? Q19. Do Lithuanian museums use technology enough?", "insight": "73% think museums should offer digital experiences (30% as a standard, 43% as desirable). Only 9% think Lithuanian museums use technology enough today.", "variant": "slide--rs--even", "body": { "split": [ { "stack": [ { "section": "Should museums offer digital experiences?", "body": { "bars": [ { "l": "Yes, it should be the standard", "v": 30 }, { "l": "Desirable, but not essential", "v": 43 }, { "l": "It doesn’t matter", "v": 10 }, { "l": "They should not", "v": 1 }, { "l": "Hard to say", "v": 15 } ] } }, { "callout": "73%", "label": "Should offer digital experiences", "compact": true } ] }, { "section": "Do Lithuanian museums use technology enough?", "body": { "bars": [ { "l": "Yes", "v": 9 }, { "l": "Partly", "v": 43 }, { "l": "No", "v": 16 }, { "l": "Hard to say", "v": 31 } ] } } ] } }, { "id": "rs-tech-age", "title": "Expectations of digital experiences, by age", "question": "Q18. Should a museum today offer digital or interactive experiences?", "insight": "Digital experiences are becoming the standard in every age group. The youngest respondents are more likely to see them as essential.", "body": { "grouped": { "ages": [ "18–24", "25–34", "35–44", "45–54", "55–64", "65–74" ], "series": [ { "label": "Should be the standard", "values": [ 35, 30, 35, 35, 26, 23 ] }, { "label": "Desirable", "values": [ 51, 52, 39, 35, 39, 51 ] }, { "label": "It doesn’t matter", "values": [ 9, 8, 14, 10, 12, 9 ] }, { "label": "They should not", "values": [ 0, 0, 1, 1, 2, 4 ] }, { "label": "Hard to say", "values": [ 5, 10, 12, 20, 22, 14 ] } ] } } }, { "id": "rs-tech-use", "title": "Do museums use technology enough — by age", "question": "Q19. Do Lithuanian museums use technology enough?", "insight": "The youngest respondents are more positive. Ages 25–44 are more critical.", "body": { "grouped": { "ages": [ "18–24", "25–34", "35–44", "45–54", "55–64", "65–74" ], "series": [ { "label": "Yes", "values": [ 12, 9, 10, 11, 6, 8 ] }, { "label": "Partly", "values": [ 58, 44, 37, 43, 42, 45 ] }, { "label": "No", "values": [ 12, 23, 25, 14, 14, 8 ] }, { "label": "Hard to say", "values": [ 19, 23, 28, 33, 38, 40 ] } ] } } }, { "id": "rs-conclusions", "title": "Conclusions", "variant": "slide--rs--concl", "footer": null, "body": { "conclusions": { "insight": "Museum-going in Lithuania is high, but the digital experience is still unused. There is a clear chance to improve independent visits with digital tools.", "columns": [ { "title": "Market", "items": [ "75% of Lithuanians visited a museum or manor in 12 months.", "Museums are a significant part of leisure time." ] }, { "title": "Problem", "items": [ "56% of visitors did not use an audio guide.", "61% explore exhibitions on their own.", "60% feel clearer explanations are missing.", "Only 9% think museums use technology well enough." ] }, { "title": "Solution", "items": [ "Average audio-guide rating 8.2 / 10; 72% rate it 8 or higher.", "33% say an audio guide makes a visit more likely.", "70% would consider paying (20% are sure).", "73% think museums should offer digital experiences." ] } ], "close": "The market is ready: the need is clear, and the supply is still not enough." } } } ] }