The 2020 Annual Survey of Museum-Goers is a survey of museum-goers specifically, not casual visitors or the broader public. Fielded in the winter of 2020, this large sample of nearly 40,000 allows us to break it down in many ways, including highly specific demographic and life stage categories as well as by different attitudes, values, and behaviors.
Broader population comparison sampling was fielded concurrently with the Annual Survey in order to provide a comparison sample. The broader population comparison sampling had over 1.700 respondents from across the country, with only 22% sharing that they had visited a museum in the previous year.
As the survey was fielded prior to the COVID-19 pandemic, the American Alliance of Museums and Wilkening Consulting are following-up this survey with qualitative research among museum-goers, seeking to understand their current status, what they need from museums during closures and stay-at-home orders, and their hopes and fears for their communities during and post-pandemic.
For more information about the 2020 Annual Survey of Museum-Goers, please visit AAM's website.
DEAI, Social Activism, and Values and Identity: 2020 Annual Survey of Museum-Goers Lines of Inquiry Announced
Love this research? Need to benchmark YOUR audience? Then join AAM's and Wilkening Consulting's 2020 Annual Survey of Museum-Goers!
Consider how useful it would be to know how your museum's stakeholders feel about your museum, lifelong learning in museums, and more. By enrolling your museum in the 2020 Annual Survey of Museum Goers, you can easily benchmark the visitation rates, motivations, attitudes and preferences, and demographics of your stakeholders. Additionally, you can compare your results to your peers, begin to track them over time, and gain far more contextual information through your custom results and report. The fee for 2020 is only $1,000 per museum.
Wilkening Consulting is pleased to announce a new partnership with the American Alliance of Museums!
Our partnership on the 2020 Annual Survey of Museum-Goers will allow for deeper insights, more robust comparisons by museum type, and better data for the field ... and your museum.
The 2020 Annual Survey of Museum-Goers can help you with all of these things.
For your museum's $1,000 fee,* you'll receive your museum's custom results from the 2020 survey, including:
To enroll, simply fill out this short enrollment form.
For more information, please see this informational PDF, or get in touch with me at susie (at) wilkeningconsulting (dot) com.
I respectfully acknowledge that I live and work on the traditional lands of the Duwamish people. I thank them for the care of this land, and I endeavor to help museums bring forward a more complete and inclusive history and culture in their work.