Thank you for participating!
In 2025, the Annual Survey included 202 museums and heard from over 98,000 respondents!
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
2025 Themes
Repeat Visitation
Back again by popular demand in 2025!
A clear sign of relevancy: repeat visitors. In 2024, we examined how museums can increase repeat visitation. With strong demand from our last year’s participants, we’re repeating this theme again for 2025 and turning our focus to what your visitors think about repeat visitation at your museum. Our expanded benchmark questions will give you even more custom insights.
Social Connection
Most people visit museums with family and friends, but why do they choose museums for those social experiences? How can we strengthen visitors’ attachments to museums through memory-making and social connection? Can supporting social connection become a unique superpower of museums?
Community Trust and Responsibility
Community can mean different things to different people, and most people want to live in healthy, safe places. How do community members perceive museums’ roles and responsibilities in supporting their communities? What values matter the most to community members? And in a time of disinformation, what engenders public trust in the information museums share?
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.
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.
