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Audience Research and Evaluation

The Alliance has compiled this set of audience research and evaluation resources from amongst its own offerings as well as those throughout the nonprofit and museum sector.

Alliance Resources

Building Audiences

Based on our work with the Wallace Foundation, here is a portion of our website devoted to building cultural audiences using audience research and evaluation.

Sample Documents

The Alliance provides Tier 3 museum members with sample evaluation materials.

Welcoming Guidelines for Museums

The LGBTQ Alliance shares guidelines intended to provide institutions and members of the museum community with a series of parameters, which they may consider when assessing how to provide the LGBTQ community—staff, visitors, management, and allies from all fields—with a welcoming experience. (PDF, 64 pages)


Other Resources

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.

AAM Member-Only Content

AAM Members get exclusive access to premium digital content including:

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  • Access to more than 1,500 resource listings from the Resource Center
  • Tools, reports, and templates for equipping your work in museums
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