People Trust Museums More Than Newspapers. Here Is Why That Matters Now (DATA)

“Are museums perceived as experts – and are they trusted? To what extent?” These are the questions that I hoped to shine a light upon when I requested a topic-specific data cut on cultural organizations from the National Awareness, Attitudes, and Usage Study. The NAAU is an ongoing study regarding market perceptions of visitor-serving organizations and it currently quantifies feedback from over 108,000 respondents. The resulting data reveal important takeaways for museums today – and specifically underscore an important role that the market expects museums to play. As a heads-up, the data below is cut for the United States market and not only high-propensity visitors. In other words, this isn’t simply “what people who believe in climate change” think about museums.

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