This article was first published on Research Access. It discusses how the Van Gogh Museum in Amsterdam is using the findings of a deep research exercise to move away from trying to ‘be all things to all people’. The article makes reference to a presentation made by the Van Gogh Museum and TNS NIPO at the 2013 ESOMAR Annual Congress in Istanbul.
The Van Gogh Museum contains the largest collection of Van Gogh paintings in the world, with 1.5 million visitors a year, placing it in the top 25 museums worldwide. Visitors come from all corners of the world, and only 10-15% are from the Netherlands. The museum is “not a product or service but an experience, a destination, global but local.” And unlike most items subjected to research, there will be “no change in the product–there will never be a Sunflowers 2.0.” With an unchanging product, the museum faces “more competition from outside the category, as there is a lot more to Amsterdam.”