Audience Research and Evaluation

The following resources were compiled from organizations throughout the nonprofit and museum sector. AAM reviewed and approved each one based on the organization’s authority and expertise and the resource’s usefulness related to the topic. Clicking the links below will take you off the AAM website.

Art Museums and Technology Developing New Metrics to Measure Visitor Engagement

This is how one institution developed a methodology to research and evaluate their ARTLENS Gallery Experience.

Simple Steps to Effective Focus Groups

The American Evaluation Association shares two PDF resources related to developing effective focus groups. Focus groups can help institutions better understand how audiences feel about a particular issue, exhibition, or product etc.

Tools and Approaches for Transforming Museum Experience

The Interaction Lab (the Lab) at Cooper Hewitt, Smithsonian Design Museum is a new kind of research and development program designed to challenge assumptions and expand thinking about the visitor experience. This downloadable toolkit helps museums introduce new ways for audiences to engage with the museum across physical, digital, and human interactions.

Visitor Studies Manual

Created for the San Luis Obispo Museum of Art (SLOMA) as a part their Deepen the Participation of Museum Visitors, Donors and Stakeholders project, this evaluation resource tool provides an outline and description of how to conduct visitor surveys.

Wallace Studies in Building Arts Audiences

The Wallace Foundation shares a number of case studies based on its popular Road to Results series. These case studies include rich examples examining ways in which the Wallace’s supported arts organizations conducted research and used that information to shape audience building.

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