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. 

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. 

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• Do you have questions about your audience, and what they think about you?
• Questions about potential audiences you'd like to understand better?
• Do you want to learn more about your impact in your community?
• Do you need to track your progress over time?
• Do you want to track results against your peers?
• Are you on a budget?

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:

• Tracking of your museum's audiences, and their perceptions of your work, over time
• Comparison with peers
• Up to two custom questions for your stakeholders
• Results via spreadsheet and slide deck; participation in online presentation to gain more insights into your results
• Contributing to a national research endeavor that can be tapped to give you a better understanding of potential new audiences

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.