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Committee on Audience Research and Evaluation (CARE)

The Committee on Audience Research and Evaluation (CARE) provides a forum for museum professionals who believe that understanding the visitor is an essential part of museum planning and operation. CARE disseminates information about systematic research and evaluation pertaining to museum audiences.

CARE is working to become a resource for the broader AAM community, using our expert Professional Network members as trainers, mentors, and advocates for integrating evaluation and research into museum practices.

CARE offers ‘Getting Started 101’ workshops at AAM’s annual meeting and as webinars throughout the year. Look for more opportunities to participate in CARE education sessions coming soon.

If you have questions about audience research and evaluation, or want to become involved in CARE, please contact us at our email address:

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Examining and Applying Data for Action: A CARE Webinar on Understanding and Using Data

All of our organizations, whether led by volunteers or managing a multi-million dollar budgets, are gathering data from, and about, our visitors, participants, donors, members, and other …

Starting Evaluation with Team-Based Inquiry

View a recording of “Starting Evaluation with Team-Based Inquiry,” a webinar presented by the Committee on Audience Research and Evaluation on March 11, 2020. Presenters from …

CARE-apy: How to Evaluate Without a Staff Evaluator

View a recording of “CARE-apy: How to Evaluate Without a Staff Evaluator,” a webinar presented by the Committee on Audience Research and Evaluation on April 30, 2020.  Emily …

Culture and Community in a Time of Crisis: Join a National Audience Research Collaboration

As museums navigate the coming months and plan for reopening, they find themselves both deluged with too much information and sorely lacking critical data to inform their decision-making. …
A picture of Sarah Cohn leaning against a desk and smiling at the camera.

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