Whitney Museum of American Art – Profiling the Visitor and Understanding their Experience

Situation: The Whitney was interested in gaining a deeper understanding of who was visiting its new building and understanding how these visitors aligned against its target audience groups. Further, the Whitney wanted to learn about the nature and quality of the visitor experience and to understand how visitors engaged with the museum.

Analysis:  Alexander Babbage was chosen over more than 20 other firms to conduct a continuous visitor tracking study (via intercept interviews), as well as an online study among members of the Whitney’s database. Our analysis identified that there were more similarities than differences among Whitney visitors, and that a common set of attitudinal attributes ran across these audience segments. We were also able to identify the key drivers of the visitor experience – in particular, for first time attendees, which represent a critical part of the Whitney’s visitor profile.

Result: The Whitney is currently developing initiatives to build off of the insights delivered by Alexander Babbage, focusing on going deeper into the visitor journey (especially among first time attendees) to drive repeat visits and advocacy. The museum is also focusing on developing and executing tactics to address specific opportunities which the research identified.

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