In a time when society feels increasingly polarized and museums face mounting challenges, it’s more important than ever to recognize the bright spots revealed in recent data trends. The Annual Survey of Museum-Goers offers insights that can help your museum make more informed decisions—illuminating visitation patterns, visitor values and attitudes, and overall impact. In this session, you’ll explore encouraging trends in visitor beliefs and perspectives, and gain inspiration to approach today’s challenges with renewed positivity.

This free webinar will:

• Include an overview of the data from the 2025 Annual Survey of Museum-Goers.
• Share how the Annual Survey of Museum-Goers works.
• Explore how the reports museums receive can inform decision-making processes.
• Help museum leaders and staff find opportunities for hope and demonstrating value amid uncertain times in our communities. 
• Understand the shared values that make museums critical to communities and individuals.

» Early Bird is open in the 2026 Annual Survey of Museum-Goers for museums that enroll now through December 1, 2025.

It is free to register!

1. Login or create your profile at the Register button above.
2. Confirm your contact details and proceed through the check out process. You will not be charged.
3. After submitting your order, you will receive an order confirmation number – you are registered!
4. You will receive both an order confirmation email from AAM and an invite containing the event details to add to your calendar.

If you have not received your confirmation email or calendar invite, please check your email’s spam folder before reaching out to AAM.

About the presenter

Susie Wilkening has over 25 years of experience in museums, including nearly 20 years leading custom projects for museums as well as fielding groundbreaking national research on the role of museums in American society. As principal of Wilkening Consulting, she provides research leadership for the Annual Survey of Museum-Goers, She is the primary author of most of the infographics Data Stories, which share research findings with the museum field. Additionally, she is the author of Audiences and Inclusion: A Primer for Cultivating More Inclusive Attitudes Among the Public and is the primary author of Life Stages of the Museum Visitor. Susie is a go-to expert on museums for the media, including The New York Times, The Wall Street Journal, Fast Company, NPR, and others. Susie earned a BS in History, Technology, and Society from Georgia Tech and an MA from the Winterthur Program in Early American Culture at the University of Delaware. She resides in Seattle, and her husband and curious children often accompany her as she travels to various museums and historic sites.

The statements and opinions expressed by panelists, hosts, attendees, or other participants of this event are their own and do not necessarily reflect the opinions of, nor are endorsed by, the American Alliance of Museums.