Events Conference
MuseWeb: Conducting Inclusive Audience Research

Many cultural institutions understand the value of speaking directly to their audiences. Your museum may even be planning some audience research in the near future. Who you talk to and how you structure your research has a significant impact on the findings you gather and insights you can take action on. What does it mean to conduct this research in an inclusive way?

Using the National Gallery of Art’s experience conducting ongoing audience research, we’ll discuss what inclusive research looks like and give you concrete tips for how you can ethically structure your research to ensure you’re designing impactful experiences for your audiences. Specifically, we’ll cover:

  • How to think critically when you consider the research participants, methodology, and moderator.
  • Ensure that your communications from recruitment to follow-up are based on inclusive principles.
  • How to mitigate the extractive nature of research.
  • How to conduct ongoing audience research.


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