1. Combing Mental Model Data
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Molecola ID Citazione
to spend in the museum
the time they want
They spent as much time as they desided in the meseum (C, RU, 40)
to not loose time in a big
museum
They don’t want to loose time in a big museum (C, RU, 20)
to prepare the visit for not
listening at the boring
audioguide
they prepare the visit before because otherwise the visit with the audio guide
is boring (two brothers, around 24, rome)
to plan to spend 2 hours
in the museum
She’s planning to spend 2 hours in the museum (F w/mother, RU, 50)
to plan to spend 3 hours
in the museum
They plan to spend 3 h in the mueum(C, RU, 40)
it is their last day (3 F, GER, 20)
they teach latin language (2 svizzeri, 40)
to use the audioguide
despite the visit was
already prepared
they used audioguide, but anyway their visit was planned and prepared
before (2 svizzeri, 40)
to prepare the route in
order to explain
everything to students
they planned the path with the core idea to explain everything to the
students (2 svizzeri, 40)
to use a book on arts for
the visit
they have a book about arts in german (2 svizzeri, 40)
to claim that the
audioguide is good for
tourists and not for
citizens
the audioguide is good for tourists (two brothers, rome, 24)
to be interested in
ancient rome
They’re interested in ancient Rome (C, RU, 40)
to consider the museum
really interesting and well
kept
The museum is really interesting and well kept (two brothers, around 24,
rome)
to don't understand why
some statues are broken
Unuderstanding of why the statues are broken (6 SC, 20)
to think it is a relevant
museum
It’s a relevant museum (2 friends, 20, US)
to ask to the staff for the
exhibits missed and then
found them all
when the couldn't find some exibits they asked help to the stuff so they found
all they wanted (3 F, GER, 20)
to not enter in the
museum because of the
lack of information
They dont mean to enter because they have no idea about what they’d find
inside (C, RU, 30)
to wander around in the
museum
he wanders around in the museum(visitor, 32, from abroad)
to know nothing about
the museum
I don’t know anything on the museum (organized tour, 45, australia)
to don't have a goal
inside
She has no particular target (F w/mother, RU, 50)
to visit the museum
because of
recommendations by
clients
our clients recommended the museum (c, ita, 30)
to visit the museum
because of
recommendations by
parents
Our parents suggested to visit this museum (Couple, 30 y.o., uk)

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to not know the NFC was
in use in the museum
I didn't know there was also a Samsung NFC in use.(Visitor, 40 yo, USA)
to think that the
museums of rome have
not a clear "historical
path"
The museums in the city of Rome aren't very specific to a specific historical
age (couple, 30, ESP)
Audioguide is a common tool for visiting museums
Audioguide has a long history of use in museums
to know nothing but
shewolf on the museum
They don’t know what museum is about but they read there was the Lupa (C,
RU, 30)
to be disappointed
because of the lack of
tools in russian language
They’re disappointed there’s no information in russian language(C, RU, 40)
to be able to see
everything was planned
to see
They saw everything they planned to see (C, RU, 40)
to think the museum is
easy to find with a map
the museum is easy to find with a map (couple, france, 26)
to use the guide for
documentation and
orientation
We have a guide book where we have been documenting ourselves on the
museum and on how to get there, so it was easy. (Couple, 45 y.o FRA.)
to be able to find all the
interesting exhibits
After the visit: they say they found no problem to find the exibits they were
interested in (C, RU, 40)
to find what was looked
for
They found what they were looking for (4 friends, 35)
to have no problem in
finding "things"
They had no problem to find things (3 F, USA, 20)
She says it’s really difficult to find the museum (F w/mother, RU, 50)
I was impressed by the paintings from Caravaggio and sculptures from
Guercino. (visitor, 83, rome)
It seems that there no tags. I have no information on the panel
when i find the first tag (in the 3rd room) i have doubts if have lost some
before
Numbers of exibits seem not be in order; i think i’m loosing some parts
Costantino is wonderful (3 F, GER, 20)
Getting there was easy. (C, 45, FRA)
I find it much more pleasant now because there is not too much in one room.
(M, 70, NL)
Audioguide, it's a simple device. (M, 40, USA)
Positive experience for the stuff exhibited (M, 83, rome).
The visit was satisfying (C, RU, 40)
She remembers that the stuff is gentle (F w/mother, RU, 50)
They loved the museum, especially the Lupa (3 F, USA, 20)
Set up work desturbs the visit
It seems I must know everything about tags because noone explains it to me
the museum is interesting (3 F, GER, 20)
they are not interested in room decorations (2 svizzeri, 40)
they loved l’esedra and marco aurelio(2 svizzeri, 40)
They are not interested in technological supports for their visit (C, RU, 30)

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I enjoyed the statues, the painting and so on. (girl, 25, china/uk)
Being amused by room decorations
Afterwile i don’t read the NFC texts anymore because too long
Rome doesn’t need to improve the museums, we already have so much
tourists (M, 83, rome)
i often visit museums (visitor, 83, rome)
We want to see rome as tourists do, cos we found that we know creta better
than rome (two brothers, around 24, rome)
No orientation lost: we are from rome (two brothers, 24, rome)
the practical informations aren't quite clear.(C, 30, ESP)
The visit is planned (F w/mother, RU, 50)
They had non problem finding things (C, RU, 40)
They organised the visit before the journey (C, RU, 40)
They know a lot of things about museum: they can tell names of buildings,
rooms, masterpieces (C, RU, 20 anni)
It’s easy to visit the museum, as in general it is easy to visit rome (couple,
ita, 30)
I find large sculptures and the large paintings both unique.(M, 40, USA)
The audioguide works the same way all over the world.(M, 40, USA)
"terrace... Yes it was beautiful" (3 F, USA, 20)
It’s a relevant museum (2 friends, 20, US)
his visit lasted 35 mins(visitor, 32, from abroad)
They visit the musesum on their first and last day in Rome (C, RU, 30)
I prefere Musei Capitolini to Musei Vaticani because here there's few people
here.(F, 25, china/uk)
we love to walk around and see local people (C, RU, 30)
they spent 2 hours in the museum, they didn’t see everything inside because
they didn’t know what was relevant to see (2 friends, 20, US)
they came to see Rome from the hill (C, RU, 20)
There’s no information in russian language "in all big museums usually we
find it" (C, RU, 40)
I think I saw all the masterpieces of the museum
Free map seems to be used with audiguide
They used the free map to visit the museum (3 F, USA, 20)
Noone uses NFC inside the museum
We arrived with the map (couple, ita, 30) x4
We saw it on the guide and search for it cos it’s relevant(couple, france,36)
We used GPS to find the museum (couple, 30 years old, us)
I integrated the audioguide and the panels' descriptions.(Visitor, 40 yo, USA)
I used the museum's brochure as a guide. (girl, 25, china/uk)
They didn’t use supports, but they made the virtual tour online before the visit
(4 friends, 35)
They prepared a tour (4 friends, 35)
the museum is relevant for the guide (couple, 30, us)
then we bought a lonely planet and started a tour(two brothers, around 24,
rome)
It’s a relevant museum. I felt I could't miss it it!(girl, 25, china/uk)
They used the guide book to visit the museum(C, RU, 40)
he looks at 2 panels at the entrance (visitor, 32, from abroad)
It’s her 3rd visit, she wants to show the museum to her mother (F w’mother,
RU, 50)

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they have the guide (mondadori) (3 F, GER, 20)
they saw 3 buidings (2 svizzeri, 40)
they followed the path the planned: palazzo dei conservatori->galleria-
>palazzo nuovo->caffetteria->palazzo dei conservatori->marco aurelio->exit
(2 svizzeri, 40)
No support used, but they red the panels (2 friends, 20, US)
She comes in Rome often (F w/mother, RU, 50)They have not find any
problems in their visit (3 F, USA, 20)
The visit path is ok, just more light inside would improve the fruition of
paintings (visitor, 83, rome)
he makes a picture of 3 sculptures in the court(visitor, 32, from abroad)
he looks at the window observing the sightseen(visitor, 32, from abroad)
he doesn’t look at the shewolf, but spent time looking the wall
inscriptions(visitor, 32, from abroad)
he looks at the wall paintings
(visitor, 32, from abroad)
he briefly reads some panels
he looks at the volted ceilings
(visitor, 32, from abroad)
in the esedra of marco aurelio he doesn’t look at the statue, but he looks at
the panels with the architectural project
(visitor, 32, from abroad)
they reached the museum from fori fontana trevi e pantheon (F,FRA, 50)
they spent 1,5 h in the museum (3 F, GER, 20)
they used the free map to find the path (3 F, GER, 20)
The group splints in 2 parts according to visit speed
the 2 women look through the panels on the first shelfthe two focus attection
on the spinario, point out details, turn around read
the 2 women look briefly at rilievs e statues
non leggono descrizioni (c, Ger, 30 )
I was just turning around, it’s Saturday I take a walk (student, canada, 20) x2
No plans, i see the museum, then i go back home to study (student, canada,
20)
walking around, no plans (couple, hungary,23)
we followed the guide, we don’t know what’s inside(couple, 50, US)
We did a “do it yourself” visit, without any guide. (couple + bebé, 25, Italy)
Now (halfway to the end of the visit) we will look at the brochure-map and
see what we have missed out.(couple + bebé, 25, Italy)
We were just walking from Fori e we found this museum(C, RU, 30)
They didn’t read the panels (4 friends, 35)
We have found the exhibits by chance (couple, 30, ESP)
he takes a walk inside the museum, doesn’t follow a path, goes more times
in the same rooms, looking each time at a different work of art(visitor, 32,
from abroad)
I already knew the museum, and I had the feeling of following the path quite
easily.(couple + bebé, 25, Italy)
he entered the museum from the “wrong” entranceongly reads the panel
(visitor, 32, from abroad)
he doesn’t use any support for the visit, neither the map
(visitor, 32, from abroad)

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The place where NFC tags are applyed are not the say for different exibits
There’s no information about NFC: how does it work, why should i use it and
so on
I’d like to have some information about the “Medusa” (no NFC tag)
They would need info for orientation inside.(2 friends, 20, US)
The informations inside the museum were quite well done, just missing some
little details.(couple + bebé, 25, Italy)
She is disappointed there’s no information in russian language because her
mother does not speak any other language (F w/mother, RU, 50)
I wanted to see the large sculptures and the large paintings.(Visitor, 40 yo,
USA)
the decided to see the museum because it is not as big as Vaticano (3 F,
GER, 20)
the museum is well organized but there're no historical references (2
svizzeri, 40)
they would like to have different path (one about the buildings, one about the
exibits) (2 svizzeri, 40)
They want to spend 20 min inside (C, RU, 30)
they read the information stands only to know the names of the exibits (3 F,
GER, 20)
More museums or sightseeing, following the tour (organized tour, 45,
australia)
The book they have about Rome tells about 2-3 h for the visit, they have not
so much time (C, RU, 30)
They would like to have a guided tour of the museum to choose by time
criteria: 20-30-40 minutes (C, RU, 20)
They didn’t find any description about the museum (outside the museum) in
russian or english language (they have not a guide) (C, RU, 30)
They would like the museum to provide contextualized info on the works of
art (i.e. where was found or a story on the object per se).(2 friends, 20, US)
They are not interested in any detailed information about the museum (C,
RU, 30)
The don’t eant to loose too much time in the museum (C, RU, 20)
We came for seeing lux in arcana (temporary exhibition), but it is ended (two
friends, 25, ARG)
The path to follow with audioguide is difficult to understand
NFC tags are not easy to find
Some masterpieces don’t have NFC tag on
they read the information stands but they found that the position of the stand
was unconfortable (2 svizzeri, 40)
there were too much information given in inofrmation stands (2 svizzeri, 40)
audioguide gives too much informazion (2 svizzeri, 40)
the audioguide didn’t work properly (visitor, 83, rome).
Having no information in russian language gave them problems (C, RU, 40)
The visit path is ok, just more light inside would improve the fruition of
paintings (visitor, 83, rome)
There’s no customer service for NFC technology
There’s no information about devices you can use during your visit
The entrance of the museum is not easy to find

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Audioguide gives no clear indications about how to move myself from room
to room and inside the rooms
Often Information stands are on my way into the room
The freemap must be taken by yourself: the stuff does’t give it to you
they didn't find informazion about the directions duriing the visit (2 svizzeri,
40)
we have realized that we have missed out the gallery (couple, 30, ESP)
they would like to know where are the most relevant pieces (2 friends, 20,
US)
I have a lack on the history of Rome, and I didn't find enough information in
the museum (girl, 25, china/uk)
But I think I made a mistake in not having taken the audio guide.(girl, 25,
china/uk)
they didn’t know where to go or where is positioned the most relevant stuff,
because of time pressures (4 friends, 35)
It has been quite difficult to get there by public transport, but we made it!(C,
30 yo, FRA)
he doesn’t reach the tabularium(visitor, 32, from abroad)
The atrio has two entrances: where do I go?
The font, the colours, the light make the use of information stands really
difficult
She didn't find the way to another building (F,FRA, 50)

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