2024 Annual Survey is Live!

February 12, 2024

What is the Annual Survey of Museum-Goers?

The Annual Survey of Museum-Goers, conducted in partnership between Wilkening Consulting and the American Alliance of Museums, helps the Montgomery Museum of Fine Arts gain insight into visitors like you and compare the MMFA to others in your locale, of similar type, and the museum field at large. By participating in the Annual Survey of Museum-Goers, you will be:

  • Helping the Montgomery Museum of Fine Arts deliver better services 
  • Provide insight to make change and help keep the MMFA meaningful to its community
  • Help museums of all types across the country

2024 Themes

The Annual Survey will focus on three themes to help the museum field grapple with today’s challenges and opportunities. This year’s themes are:
Repeat Visitation

A clear sign of relevancy: repeat visitors. But how can museums increase repeat visitation and outshine their other leisure time competitors? Frequently changing exhibitions and providing an ever-expanding schedule of programs can be exciting, but it is also resource-intensive and can be grueling for staff. And do visitors even notice? Does it really increase repeat visitation? We’ll ask museum-goers what their expectations are and explore if less (but more meaningful) change can better serve all of us.


With a dose of imagination, museum experiences can take visitors to new places and time periods and deepen their understanding of other cultures and perspectives. How can museums better deploy imagination to provide more engaging experiences, share a more inclusive history, develop a better understanding of our natural world, and cultivate empathy?

Hope for the Future

Our society is grappling with many challenges, and museums of all types can speak to those issues. For some, however, those challenges can make them feel sad, defensive, or disempowered. What are museums’ roles in cultivating a sense of hope in our capacity to address those challenges? How can museums more effectively empower visitors to bring about that more hopeful future?


About the American Alliance of Museums

The American Alliance of Museums’ mission is to champion equitable and impactful museums by connecting people, fostering learning and community, and nurturing museum excellence. For over 50 years, the accreditation program has been recognized as the gold standard of museum excellence. Accredited institutions like the MMFA strive to ensure the integrity and accessibility of museum collections, reinforce museums’ education and public service roles, and promote good governance practices and ethical behavior.

Survey participants will have the option to be entered into a prize drawing for $100 Visa gift cards and museum memberships. The survey takes less than 10 minutes on average. Your participation is voluntary, and all questions in the survey are optional.

If you agree to participate and are 18 years or older, please click the link below to begin. 

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