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


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.


Alexander Babbage was chosen from 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 demographic and psychographic insights and trends, both specific to and common across key audience segments. We were also able to identify key drivers of visitor experience, enabling ongoing monitoring and continual improvement.


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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