Audience Research: Visitor Engagement and Learning Preferences Survey

The Natural History Museum of Los Angeles County (NHM) contracted Randi Korn & Associates, Inc. (RK&A) to study visitor engagement in the Museum. The intent of this research was to deepen the NHM's understanding of its audiences by examining visitors' programmatic and content-driven experiences in the NHM. In addition, RK&A explored the qualities and characteristics associated with different types of visitors and identified how such characteristics determine visitors' level of engagement with the NHM. How did we approach this study? RK&A used a combination of standardized questionnaires and in-depth interviews to generate both quantitative and qualitative data in order to evaluate visitor engagement in the Museum. To better understand different types of NHM visitors and the characteristics associated with each visitor type, a statistical K-Means cluster procedure classified visitors into natural groups, or clusters, based on how they valued a variety of NHM experiences. Visitors' values were assessed using statements that visitors rated using a 7-point scale from 1 Not important to me to 7 Very important to me. What did we learn? Based on what visitors value about NHM experiences, the study identified three visitor groups or clusters from the rating data: Enthusiasts, Intellectuals, and Socials. Each visitor cluster is distinct from the next in terms of their values. Enthusiasts, who tend to be young, ethnically diverse adults, are distinct because they place high value on most NHM experiences, although they most value seeing unique specimens and artifacts that allow them to discover something new. By comparison, Intellectuals, are similar to Enthusiasts in that they value seeing specimens and artifacts that are unique and intellectually interesting; however, the place very little importance on spending time with family and friends. Intellectuals tend to be older than 55 years and, as a group, are not ethnically diverse. Alternatively, Socials are so named because they place the greatest importance on spending time with family and friends. These visitors tend to be in their 30s and 40s and are most likely to be visiting NHM with children. What are the implications of the findings? RK&A conducted the engagement study to demonstrate that visitor demographics tell only so much about a visitor. Understanding how visitors think about a museum, what they value about it, and their preferences for current and potential experiences can provide museums with information to assist in daily and strategic work. The results that emerged showed staff that visitors perceive NHM as a unique place with distinctive aspects that they highly value. In addition, although one of NHM's goals was to broaden its audience, the study showed that the Museum already attracts a wide range of visitors. However, the study also highlights the opportunity for NHM to deepen the visitor experience, particularly by providing concrete interpretation about the specimens on display, as the study revealed that the collections are valued but often not well understood. Understanding variability within a museum's audience, as indicated by the three clusters, encourages museums such as NHM to creatively and thoughtfully approach how they can deepen the visitor experience to achieve public impact.

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