Cultural Impact Measurement
Curatum connects the cultural value your visitors experience to the outcomes funders care about (attendance, revenue and wellbeing) with a validated, research-grade methodology.
Cultural Value · illustrative
7-pt validated scale
"Historical and educational value account for the bulk of perceptual differentiation: a measurable signature, not a feeling."
What people do
Demand, seasonality, channel mix and audience types, straight from your box office. Who comes, when, and how they buy.
What people say, unprompted
Google and TripAdvisor reviews read across seven dimensions of cultural value, kept separate from service, price and facilities.
What people value, when asked
A short post-visit survey on the same seven dimensions, with attention checks and confidence intervals on every average.
The problem
Across the sector, cultural institutions are being asked to justify every euro of public and private support. The question on the table is no longer "are we valuable?"
It is: which programmes do you defend, and which do you cut, without political blowback? Attendance counts and visitor-satisfaction scores were never built to answer that.
Curatum gives you the evidence.
How it works
Lightweight post-visit surveys delivered at the right moment, joined to your existing ticketing data. No new hardware, no operational burden.
A validated, multidimensional cultural-value model (aesthetic, historical, social, spiritual, symbolic, experiential, educational) linked to behaviour through causal analysis.
Dashboards and funder-ready impact reports that translate measured value into attendance, revenue and wellbeing in plain language.
Inside Curatum
Curatum writes a short synthesis across all your data, for any dates you choose: what is working, what needs attention, and the next steps you control. It also reads the context of those dates (holidays, school breaks, weather, your agenda) and every number in the text is checked against the data before it is shown.
Demand is up and visitors rate the collection highly, but its symbolic value is almost invisible in what they write. That is the cheapest gain available this season.
What's working
Needs attention
Suggested next steps
Compare what visitors value when you ask with what they mention on their own. Dimensions they rate highly but rarely talk about are value your visit is not yet making visible.
Illustrative example.
Municipal companies, foundations and associations see every venue side by side. Each venue team gets its own page with the same readings, focused on what it controls.
Demand
Seasonality, weekdays, channel
Audience
Ticket types and origin, with coverage
Value
Seven dimensions, survey and reviews
Illustrative example.
Open Curatum with a made-up network of four venues: fifteen months of ticketing, reviews, a visitor survey and AI readings for any dates you pick. No account needed, and every number is invented.
What you'll see
An illustrative preview of the dashboard and funder-ready report Curatum produces from a single measurement cycle.
Impact dashboard · Spring exhibition
+18%
Return-visit intent
€4.20
Avg. WTS uplift
+0.42σ
Wellbeing (WEMWBS)
Value-dimension profile
Causal estimate (DAG-specified)
A one-point gain in educational value is associated with a 6.1% increase in 12-month return-visit probability (95% CI 3.8–8.4).
Impact report · Q2 2026
Headline
The exhibition generated €1.86 of measurable cultural value per €1 of public subsidy, concentrated in educational and historical dimensions.
Method
Quota-balanced exit intercept (n = 612), weighted to ticketing universe. Causal estimates via DAG-specified models; valuation via WTS / Klamer.
Recommendation
Defend Programme A in the next budget cycle; pair Programme B with a schools track to recover its educational-value gap.
Methodology
Curatum is built on PhD-level cultural-economics research: a validated measurement model, transparent methods, and academic rigour brought to a practical platform.
Every construct is documented. Every coefficient is auditable. Every claim you make to a board, a funder, or a ministry is defensible.
Methodological foundation
Most platforms capture a single capability and present it as the whole picture. Cultural impact is not a single number.
Psychometrically tested across museum populations. Most tools skip this step entirely.
What visitors actually do, joined to ticketing, dwell, and return-visit signals.
Cultural value → attendance, revenue, wellbeing. Causal inference, not correlations on a dashboard.
Willingness-to-support and Klamer-style valuation rendered in euros, ready for funders.
Every coefficient is auditable. Every report ships with an open methods note. No black boxes.
Built in the EU, for EU institutions. Lawful basis, minimisation, and retention designed in, not bolted on.
Backed by peer-reviewed research, not marketing copy.
Who it's for
Museums & cultural venues
Show, exhibition by exhibition and programme by programme, the cultural value you create, and what it produces in attendance, revenue, and wellbeing.
Funders & cultural-policy bodies
Compare institutions and programmes on a consistent, validated measure of cultural impact, not on outputs and footfall alone.
Museum associations
Give your members a common methodology and a sector-wide view they can't build alone.
Questions we get
Yes. GDPR is the baseline, not an afterthought. Responses are collected with a clear lawful basis, minimised by design, pseudonymised when joined to ticketing data, and stored on EU infrastructure with configurable retention. We never sell or share visitor data.
No new hardware. Curatum runs as a lightweight survey layer on the channels you already operate (web, QR, email, kiosk) and joins responses to your existing ticketing / CRM data through standard integrations. Nothing on the museum floor changes.
A language model writes them, for whatever dates you choose, from the numbers of that period and the context of those dates. Every figure it uses is checked against your data before it is shown; if a number does not match, the text is rewritten or replaced by a rule-based summary. It describes and suggests, it does not invent.
Yes. Each venue has its own page, and the institution that runs them sees an overview across all of them, with the same readings at both levels.
A first cycle for a single exhibition or programme typically takes two to four weeks: scoping, instrument set-up, sampling plan, fielding, analysis, and a funder-ready report. We do the methodological work so your team doesn't have to.
No. The methodology is rigorous; the interface and reports are written for directors, programme leads, and funders. Every claim is auditable for those who want to look under the hood.
No. The methodology scales down to single exhibitions and small institutions, and up to association-wide benchmarks. Sampling plans are tailored to the size of the audience.
Coming soon · The State of Cultural Impact Measurement
A short, honest read on what the sector measures today, what it doesn't, and where the evidence gap actually sits. Join the list and we'll send you the first edition.
From the founder
I spent years inside cultural-economics research watching a strange gap widen: the field had developed rigorous ways to measure what culture is worth, and the sector had almost no practical way to use them.
Curatum is the bridge: academic methodology, made operational, in the hands of the people who run, fund, and federate cultural institutions. No buzzwords, no inflated claims. Evidence you can defend.
Diogo Diogo
Founder · PhD researcher in cultural economics, NOVA IMS
I am doing a PhD in cultural economics at NOVA Information Management School in Lisbon, on how cultural institutions create value and how to measure it. Before that I spent more than eight years as a data scientist measuring what actually works, with experiments, causal inference and Bayesian models, at Usercentrics, refurbed and GroupM.
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