Annual Survey of Museum Goers

TAM Blog,

The Annual Survey of Museum Goers is an affordable way to understand how your museum visitors' needs, desires, and habits affect the time they spend at your museum, and how those habits change over time. In addition to benchmarking questions, the Survey features three themes including: Imagination, Repeat Visitation, and Hope for the Future.

The Annual Survey of Museum Goers makes data collection simple and affordable. The standard fee is $1,250 for museums that send their surveys out to their contact lists no later than March 8, 2023, and only $1000 for museums with annual budgets under $400,000. After enrolling, we will send you a customized URL to share with your members, mailing lists, and social media followers. We’ll do the rest.

After we collect your data, your results are delivered in a spreadsheet and illustrated slide deck. Provided videos will help you contextualize and understand your results. To learn even more you can schedule a meeting to discuss your results and answer your questions.

If you are thinking of enrolling your museum in the 2024 Annual Survey of Museum Goers, this timeline will help you schedule key dates for participation.

  • Launch your survey as early as January 1, 2024
  • Last day to enroll is February 28, 2024
  • Last day to launch your survey is March 8, 2024
  • Receive your report and spreadsheet May-June 2024
  • Discuss your results with a pro June 2024 and beyond

The Survey is a collaboration between the American Alliance of Museums and Wilkening Consulting.

If you have questions, please email Noël Harris or set up an appointment: