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Transcript of Audience Research - Dallas Museum of Art (1).pdf Museum Visitor Studies, Evaluation & Audience...

  • Museum Visitor Studies, Evaluation & Audience Research Randi Korn & Associates, Inc. 118 East Del Ray Avenue Alexandria, VA 22301

    Audience Research:

    Levels of Engagement with ArtSM, 2008 Study

    Prepared for the Dallas Museum of Art

    Dallas, TX

    Funded By The Allen and Kelli Questrom Foundation

    Randi Korn & Associates, Inc. August 2008

  • TABLE OF CONTENTS

    EXECUTIVE SUMMARY ....................................................................................... v

    Levels of Engagement with ArtSM ............................................................................................... v

    INTRODUCTION .................................................................................................. 1

    Methodology .................................................................................................................................. 1

    Data Analysis ................................................................................................................................. 2

    I. PRINCIPAL FINDINGS: QUESTIONNAIRE.................................................. 4

    Demographic Characteristics ...................................................................................................... 4

    Art Background ............................................................................................................................. 6

    Visitor Experiences ....................................................................................................................... 8

    Visitor Preferences ...................................................................................................................... 14

    Visitor Clusters ............................................................................................................................ 16

    First time and Repeat Visitor Comparisons ............................................................................ 29

    Visiting with Children Comparisons ........................................................................................ 34

    II. PRINCIPAL FINDINGS: IN-DEPTH INTERVIEWS ................................... 37

    Tentative Observers .................................................................................................................... 37

    Curious Participants .................................................................................................................... 39

    Discerning Independents ........................................................................................................... 41

    Committed Enthusiasts .............................................................................................................. 43

    APPENDICES ....................................................................................................... 46

    ii Randi Korn & Associates, Inc.

  • LIST OF TABLES

    TABLE i: Visitor Clusters ............................................................................................................................ v TABLE ii: Ratings of Preferences for Viewing Works of Art by Visitor Cluster ............................... xi TABLE 1: Exit (in percent) .......................................................................................................................... 4 TABLE 2: Visit Day (in percent) ................................................................................................................. 4 TABLE 3: Demographic Characteristics (in percent) .............................................................................. 5 TABLE 4: Residence (in percent) ................................................................................................................ 6 TABLE 5: Group Composition (in percent).............................................................................................. 6 TABLE 6: Art History and Studio Art Background (in percent) ........................................................... 7 TABLE 7: Childhood Art Museum Experiences (in percent) ................................................................ 7 TABLE 8: Recent Art-Related Activities (in percent) .............................................................................. 7 TABLE 9: Yearly Visits to Art Museums (in percent) ............................................................................. 8 TABLE 10: Current Art Museum Memberships ......................................................................................... 8 TABLE 11: First and Repeat Visit (in percent) ........................................................................................... 9 TABLE 12: Frequency of Visits Among Repeat Visitors (in percent) ..................................................... 9 TABLE 13: Visit to See or Do Something in Particular (in percent) ....................................................... 9 TABLE 14: Reason for Visit (in percent) ................................................................................................... 10 TABLE 15: Source of Information (in percent) ........................................................................................ 10 TABLE 16: DMA Program Attendance (in percent) ............................................................................... 11 TABLE 17: Ratings of DMA Programs ..................................................................................................... 11 TABLE 18: DMA General Program Attendance (in percent) ................................................................ 12 TABLE 19: Ratings of General DMA Programs ...................................................................................... 12 TABLE 20: Ratings of Overall DMA Experience .................................................................................... 13 TABLE 21: Use of Presentation Methods.................................................................................................. 14 TABLE 22: Ratings of Presentation Methods ........................................................................................... 15 TABLE 23: Ratings of Preferences for Viewing Art ................................................................................ 16 TABLE 24: 2008 DMA Visitor Clusters (in percent) ............................................................................... 19 TABLE 25: Ratings of Preferences for Viewing Works of Art by Visitor Cluster .............................. 19 TABLE 26: Gender by Visitor Cluster (in percent) .................................................................................. 20 TABLE 27: Ethnicity by Visitor Cluster (in percent) ............................................................................... 20 TABLE 28: Art History and Studio Art Background by Visitor Cluster (in percent) ......................... 21 TABLE 29: Art-Related Activities by Visitor Cluster (in percent) ......................................................... 22 TABLE 30: Frequency of Visits to Art Museums by Visitor Cluster (in percent) ............................... 23 TABLE 31: DMA Membership by Visitor Cluster (in percent) ............................................................. 23 TABLE 32: First or Repeat Visit by Visitor Cluster (in percent) ............................................................ 24 TABLE 33: DMA Program Attendance by Visitor Cluster (in percent) ............................................... 24 TABLE 34: Rating of Guided Tours or Gallery Talks by Visitor Cluster ............................................ 25 TABLE 35: DMA General Program Attendance by Visitor Cluster (in percent) ................................ 25 TABLE 36: Rating of Thursday Night Jazz by Visitor Cluster ............................................................... 26 TABLE 37: Ratings of DMA experiences by Visitor Cluster .................................................................. 27 TABLE 38: Use of Presentation Methods by Visitor Cluster (in percent) ........................................... 28 TABLE 39: Ratings of Presentation Methods by Visitor Cluster ........................................................... 29 TABLE 40: Age by First or Repeat Visit (in percent) .............................................................................. 30 TABLE 41: Ethnicity by First or Repeat Visit (in percent) ..................................................................... 30 TABLE 42: Residence by First or Repeat Visit (in percent) .................................................................... 31 TABLE 43: Art History Background by First or Repeat Visit (in percent) .......................................... 31 TABLE 44: Recent Art-Related Activities by First or Repeat Visit (in percent) ................................. 32 TABLE 45: Frequency of Visits to Art Museums by First or Repeat Visit (in percent) ..................... 32

    iii Randi Korn & Associates, Inc.

  • iv Randi Korn & Associates, Inc.

    TABLE 46: Visiting to See or Do Something in Particular by First or Repeat Visit (in percent) ..... 33 TABLE 47: Rating of Looking at Art by First or Repeat Visit .............................................................. 33 TABLE 48: Rating of Art Viewing Preferences by First or Repeat Visit .............................................. 34 TABLE 49: Age by Visiting with Children (in percent) ........................................................................... 34 TABLE 50: Attendance at Family Days by Visiting with Children (in percent) ...................