We conduct audience research for our clients to help them learn about their visitors. Such research provides museums with introductory information including demographic characteristics, frequency of museum visits, visitors' experiences, and visitors' opinions about programs, exhibitions, and services. While we often survey visitors in museums, we also study non-visitors for many museums.

Types of Sports Fans
[2008]

An audience research project with a sports museum

Sports Legends Museum at Camden Yards
Baltimore, MD

We use standardized questionnaires, focus groups, and in-depth interviews to study museum visitors, museum members, non-visitors, and teachers. When using standardized questionnaires, we conduct statistical analyses to provide insight into visitor experiences, and present data clearly and concisely using tables and graphs. We also facilitate focus groups and conduct open-ended interviews to provide descriptive information about experiences and perceptions.

We recently conducted audience research at the following museums. For a complete list of RK&A planning, evaluation, and research projects, please see All RK&A Clients.

Dallas Museum of Art, Dallas, TX

Isabella Stewart Gardner Museum, Boston, MA

National Gallery of Art, Washington, DC

Saint Louis Art Museum, Saint Louis, MO

Sports Legends Museum at Camden Yards, Baltimore, MD

For additional information or to get started on an audience research study, please see Getting Started.