Indoor Navigation increases attractiveness of venues & exhibitions

Study performed by University of Eichstaett-IngolstadtDepartment of International ManagementProf. Dr. K. Gelbrich

Technically supported by

1. Goal of the study

2. Study design

3. Results

4. Take Aways

Agenda

The study shall answer the following questions:

• Does it make sense to use an indoor navigation system instead of a traditional map?

• How does an indoor navigation system influence how one perceives a venue/exhibition?

Goal of the study

Study design

When and where 11th – 13th of October 2016; exhibition INTERGEO in Hamburg (Germany) with over 15.000 visitors and 500+ exhibitors

Method Experiment followed by a questionnaire

Duration per participant Normal visit of the exhibition (either with a normal map or with the indoor navigation system) followed by a 15min questionnaire

Participant recruiting Email invitation to registered visitors of the exhibition;random assignement of the participants in experimental group or control group

Number of participants n = 16638% female and 62% maleaverage age 37,6 years

Study design

Experimental group Control group

vanillaNAV indoor navigation analog navigation map

Functioning of the vanillaNAV app

Start vanillaNAV app Select navigation destination and start navigation by pressing

Point smartphone towards any of the optical navigation markers

Follow augmented reality navigation arrow

1 2 3 4

Procedure

1. Welcome participants and assigne them randomly to either the experimental group or the control group

2. Participants visit the exhibition and use either the indoor navigation system or the analog navigation map for navigating through the exhibition

3. At the end of their fair visit they fill out a questionnaire (duration approx. 15min)

Results

Satisfaction – how satisfied are you with the visit of the trade fair?(1 = not satisfied at all; 7 = very satisfied)

• Satisfaction in the experimental group is significantly higher than in the control group

• That shows that an indoor navigation is increasing the satisfaction of a trade fair visit by 10%

Results

Likelihood of revisiting – how likely is it that you are revisiting the trade fair?(1 = not satisfied at all; 7 = very satisfied)

• Likelihood of revisiting in the experimental group is significantly than in the control group

• That shows that an indoor navigatoin is increasing the likelihood of revisiting a trade fair by 5%

Results

Word-of-mouth – How high is the word of mouth(1 = not satisfied at all; 7 = very satisfied)

• Word-of-mouth in the experimental group is significantly than in the control group

• That shows that an indoor navigation is increasing the word-of-mouth of a trade fair by 10%

Results

Wishes regarding the trade fair – what are your future wishes regarding the fair

Top vanillaNAV indoor navigation analog navigation map

1 No wishes Easily understandable map

2 Better structured (e.g. exhibitors sorted by topic)

Better structured (e.g. exhibitors sorted by topic)

3 Other products or exhibitors Indoor navigation system

Take aways

Answers to the initial questions:

Question: Does it make sense to use an indoor navigation system instead of a traditional map?Answer: it absolutely makes sense and has a very positive influence on how one perceives the trade fair

Question: How does an indoor navigation system influence how one perceives a venue/exhibition?Answer: an indoor navigation increases significantly:

• The satisfaction with the trade fair by 10%• The likelihood to revisit the trade fair by 5%• The word-of-mouth of the trade fair by 10%

And: visitors of the fair wish to have an indoor navigation system!