Ask, Don’t Guess

Image of a large house with turretted windows.

In this Museum magazine article, Marta E. Bones writes about how the Pittock Mansion in Portland, Oregon used audience research to become more visitor-centered. Marta E. Bones is executive director of the Pittock Mansion. Originally published: Museum, May/June 2017. How a visitor-centered business modeled to record-breaking attendance for a historic house in Oregon. Built in 1914 by an influential Portland newspaper … Read More

Road to Results: Know Your Audience

Delivered March 11, 2015, this webinar explores four of the nine practices for audience building detailed in The Wallace Foundation report, Road to Results: Effective Practices for Building Arts Audiences (Recognizing When Change Is Needed, Identifying the Target Audience that Fits, Determining What Kinds of Barriers Need to Be Removed, Taking Out the Guesswork: Audience Research to Clarify the Approach). … Read More

Lessons Learned from Five Decades of Experience in Visitor Studies

A group gathers to listen to a speaker

Social design expert Stephen Bitgood moderated the session Lessons Learned from Five Decades of Experience in Visitor Studies as a session held at the 2013 AAM Annual Meeting and MuseumExpo in Baltimore MD with Minda Borun, Alan Friendman and Beverly Serrell as panelists. The panel discusses personal experiences that have led to important lessons learned in visitor studies, including advocating for quality visitor experiences, conducting visitor evaluation, and carrying out visitor research in museums.

The presenters provided the attached document with helpful advice from the session.

First Steps for Engaging New Audiences

The nine steps to build audiences

The Road to Results details the experiences of 10 organizations that were among 54 arts institutions that received funding from The Wallace Foundation between 2006 and 2012 to develop audience-building initiatives. An analysis of these programs—each supported by evaluation data—revealed nine practices contributing to their success.