Identity and the Museum Visitor Experience is a call to action; Falk’s new book is inspiring. After closing the back cover, as a visitor researcher, I wanted to immediately locate the instrument, get out on the museum floor, and try it out with visitors. … Real-life, real-time applicability is what I believe sets this model apart. It becomes a usable tool in the museum professional’s toolkit with a focus on fluid predictability, not segmentation.... In addition to presenting a typology of visitor needs, Identity is a mantra for visitor-centered understanding and practice in museums. In fact, his model can be seen as a vehicle by which to re-examine the public value of museums