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 Click on infographic to enlarge, download, or print. More Data Stories and releases from the 2019 Annual Survey of Museum-Goers to come at The Data Museum! Love this research? Need to benchmark YOUR audience? Then join the 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. Recently, this new data from Pew Research Center caught my eye.  I looked at it and thought, hmmm, interesting. And wondered how museums would rank. So I fielded it. I did a "large test" sample of 501 individuals from the broader population, which is enough to make this generalized comparison (though if I wanted to nail it down more precisely, I'd add a thousand respondents). For museums:
Interesting. There's some good news here and some not-so-good news. First, the good news. We are right up there with the highest things ranked organizations that Pew measured. And, even more importantly, our "negative" rating is A-MA-ZING. We demolished the competition because virtually no one said we were, uhm, bad. But the not-so-good news is the "I don't know" response. Nearly half of respondents didn't know. They didn't have enough information to decide we were a net good or bad thing in our country. And I find that appalling. To be fair, the other organizations on the lists had "I don't know" responses too … but nowhere near ours. The closest one is "labor unions," with 27% saying "I don't know." There's one more way to look at the data that makes museums look pretty good, however. It is a simplified version of the "net promoter score," in that we take the positives, subtract the negatives, and come up with a score that tells us if each thing, overall, is viewed as a net good or net bad thing for our country. So let's do that: Churches and religious organizations: 52 - 29 = 23 Technology companies: 50 - 33 = 17 Colleges and universities: 50 - 38 = 12 Labor unions: 45 - 28: 17 Banks and other financial institutions: 39 - 39 = 0 Large corporations: 32 - 53 = -21 The national news media: 25 - 64 = -39 MUSEUMS: 50 - 4 = 46 In this scoring, museums crush everyone else. And this probably has a lot to do with how much we are trusted. So celebrate this finding … but then double-down on our ongoing challenge of broadening our reach to that nearly half of the population that couldn't answer the question in the first place.  Click on infographic to enlarge, download, or print. More Data Stories and releases from the 2019 Annual Survey of Museum-Goers to come at The Data Museum! Love this research? Need to benchmark YOUR audience? Then join the 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. |