Visitor studies have moved far beyond the simple gathering of statistics to develop increasingly refined data and behavioural profiles. The Centre for Study and Research on Exhibitions and Museums (Centre d'Études et de Recherche sur les Expositions et les Musées, CEREM) at Jean Monnet University, Saint-Étienne, France, is a leader in the field and developed an innovative approach to shed new light on an old question: How do visitors perceive an exhibition?. Jean Davallon 1 is professor of sociology at the University and director of CEREM. Hanna Gottesdiener is professor of psychology at the University of Paris-X, a member of CEREM and Editor-in-Chief of Publics et Musèes. Marie-Sylvie Poli is lecturer in language sciences, Pierre Mendeèes France University, Grenoble, and a member of CEREM.