Beginning in the fall of 2014, VSA added webinars to the docket of professional development opportunities for members. Conducted in partnership with the Association of Science-Technology Centers, VSA's webinars present tools, resources, and findings relevant to all of VSA's members (not just science center-based members).

Past Webinars

You can pay $25 to access recordings of prior webinars through our partnership with ASTC! Check out our Past Webinars.

Upcoming Webinars

The Visitor Studies Association provides access to webinars to ensure its members and other industry professionals have access to continuing educational opportunities.  If you have particular topics that you are interested in presenting or learning about, please let VSA know.



Thursday, April 27, 2017 - 3:00pm ET

Featuring Beverly Serrell

Do you know what your visitors are really doing in your exhibitions? What you imagine or assume might be way off from what the actual data shows. In this webinar, we will walk through an imaginary exhibition and track and time ourselves. Will our imaginary data look like a real sample of visitors—where they went and how long they stayed?

Tracking and timing (T&T) is one of the oldest and most commonly used methods for conducting summative evaluations of museum exhibitions. Join Beverly Serrell (one the foremost experts—and literally the woman who wrote the book—on T&T) for a fun, participatory learning experience at 3:00 p.m. ET on Thursday, April 27, that will reveal the benefits as well as the limitations of T&T.

Webinar participants will see how the data moves from an observer with a data collection device, through a spreadsheet for numerical analysis, to the software for making histograms, scattergrams, and heat maps that display the data.

Find out more and register.


During this 90-minute webinar, Serrell will also discuss her efforts to establish and work with large sets of data from numerous T&T studies—enabling researchers to compare visitors’ experiences and examine broader patterns across various sites and exhibitions—and to help researchers answer questions often posed by stakeholders, e.g., what are visitors doing and why?

Webinar participants will:


  • Learn the basics of how to collect, display, and interpret T&T data
  • Come away with a better understanding of what T&T can help them to accomplish (such as direct, unobtrusive observations of visitor behavior) and an understanding of where T&T studies can fit in among other indirect methods of evaluating museum exhibitions (including surveys and questionnaires)
  • Be inspired and better prepared to conduct T&T studies of their own exhibitions and gain access to a variety of resources that will help them reflect on and develop T&T skills
  • See the value in creating an in-house database of findings from T&T studies for comparison and planning purposes and learn more about other sets of data that can facilitate comparisons with exhibitions at other institutions.


Audience: This webinar will benefit museum and cultural institution evaluators, educators, and advocates for data collection and evaluation.

Presenter: Beverly Serrell, Serrell & Associates

Fee: $25 for ASTC/VSA members; $35 for nonmembers. The fee includes exclusive access to an archived recording of the webinar and a digital badge/certificate for participating in the live webinar

This webinar is co-hosted by ASTC and the Visitor Studies Association (VSA).