Visitors come to experience science: towards a non-obtrusive evaluation method based on immersive virtual reality

This paper focuses on developing and assessing a non-obtrusive and transformative method, based on virtual reality, to evaluate science communication projects in science centres. The method was tested using deep-sea cutting-edge scientific content. We applied a mixed design, with 72 adult participants randomly assigned to experimental conditions (with/without exhibition exposure). Results showed that the exhibition promoted a better understanding of science. The non-obtrusive measures on awareness and engagement were positively related with questions posed via questionnaire and interview. The study adds theoretical and empirical support to the design and implementation of non-obtrusive and transformative evaluation experiences in science exhibitions in science centres and museums.