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High Museum of Art – Frida and Diego Exhibition Study

Situation:

The High Museum of Art wanted to determine the audience characteristics, experience, attitudes, perception and related behavior of visitors attending the Frida & Diego: Passion, Politics & Painting exhibition.

Analysis:

Alexander Babbage designed and executed a research study that included visitor intercept interviews and ticket sales analysis compared to prior exhibitions.  Over 300 visitors were interviewed about their experience, with topics such as visitor demographics, reasons for visiting, satisfaction with the overall experience, as well as the informational and presentation elements of the exhibition itself, willingness to recommend the museum and advertising effectiveness.

Result:

Alexander Babbage designed and executed a research study that included visitor intercept interviews and ticket sales analysis compared to prior exhibitions.  Over 300 visitors were interviewed about their experience, with topics such as visitor demographics, reasons for visiting, satisfaction with the overall experience, as well as the informational and presentation elements of the exhibition itself, willingness to recommend the museum and advertising effectiveness.

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