How it works

Experience DNA works from the basic premise that all human experiences can be dissected into a sequence of qualitative and quantitative elements.

Then we use three steps to help break down the experience of visitors at your attraction:

Primary research onsite
Implementing the world’s most advanced experiential database to break down Visitor Experience into thousands of demographic and psychological elements, for comprehensive benchmarking.
Letting predictive modeling software answer the “what if” questions, creating the opportunity to test the possible impact of future scenarios.

What is the process?

The process itself has a range of steps:

Initial interviews and assessment
Data collection
Data input, calibration, and analysis
Strategy planning and review
Client presentation and results day workshop
Forward planning

Though there is interaction with identified key staff, Experience DNA is designed not to distract or detract employees from their functions.

How large or small does the project have to be?

You choose what you want us to investigate.

It can be a detailed view of the entire attraction, an overview only, a detailed model of one physical section, or a detailed model of one ride, show, exhibit, or film.

The level of project depends on your particular situation and objectives.

The story behind our story

Tony Sefton, Managing Director of Vision XS UK, the founder and owner of ExperienceDNA, found the inspiration for his life’s work at age six. That’s when he became fascinated by how a simple seesaw can evoke such highs and lows.

As a teenager, he began developing techniques that would actually plot the highs and lows within experiences. This later became the beginning of the model for Experience DNA.

Though the attractions industry has studied itself from numerous angles, there appeared to be nothing that broke down Visitor Experience. This seemed ironic, since the industry is built around Visitor Experience. So Tony received a grant from the International Association of Amusement Parks and Attractions and began collecting data.

More importantly, Tony began thinking about how to put numbers on a measurement of human experience. This is when the idea for the model was finally hatched. To bring it to fruition, he gathered a team of mathematicians, psychologist, statisticians, and market research professionals.

Now, after nearly 10 years of being used successfully around the world, Experience DNA has been brought to North America by A Different View.