Understanding the museum visitor’s experience, expectations, and perspectives of the museum is an essential part of museum planning and operation. All museums should engage in some form of systematic research and evaluation pertaining to their audiences. This session covers basic principles, goals, and approaches to audience research and evaluation, regardless of museum size or focus. The session will present the foundations of audience research and evaluation before breaking into focused discussion groups to address various aspects of conducting a study so your staff can begin to integrate evaluative thinking into their daily work. The format will be a combination of presentation, discussion, and resources.


  • Sarah Cohn