Audience building often means venturing into uncharted territory—and a surprisingly large number of initiatives move forward with little input from the very people museums are looking to attract. Many shy away from audience research, citing lack of money, time or skills to carry out the endeavor. But research doesn’t have to be complex or costly. This session will help you get over the hurdles, based on research from the Wallace Foundation and using data-driven case studies from within and outside of the field. It shares hard evidence about what works and offers key steps to carrying out audience research and assessing progress toward audience-building goals.

Education, Audience Research & Evaluation track generously supported by the Canadian Museum for Human Rights


  • Ellen Walker
  • Christopher Taylor
  • Greg Stevens