Wilkening Consulting

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Wilkening Consulting Active thinkers. Knowledge curators. Intrepid researchers. Empathetic analysts. Museum lovers.

Wilkening Consulting provides museums with a nuanced understanding of the communities and audiences they serve. We do this by combining rigorous research of both museum-goers and the broader public with a deep understanding of external trends affecting the field, thus enabling museums to create more meaning and impact in the years ahead.

Understand your visitors. Plan with confidence.The 2027 Annual Survey of Museum-Goers provides data to help your museum ...
10/08/2026

Understand your visitors. Plan with confidence.
The 2027 Annual Survey of Museum-Goers provides data to help your museum understand its audiences and make informed decisions for the year ahead.
Take advantage of early enrollment by December 1 for a savings of $100.
To enroll now: enroll.museumgoers.org
For more information: museumgoers.org

American Alliance of Museums

DATA RELEASE: How do Americans want museums to respond when faced with pressure over their content? Our latest Data Stor...
10/08/2026

DATA RELEASE: How do Americans want museums to respond when faced with pressure over their content? Our latest Data Story examines public attitudes toward museums and curatorial independence.

Follow this link to download a full-length infographic and learn more: https://wilkeningconsulting.com/censorship-2026

American Alliance of Museums

DATA RELEASE: Inclusive attitudes continue to grow among U.S. adults. See what has changed since 2021 in our latest Data...
10/01/2026

DATA RELEASE: Inclusive attitudes continue to grow among U.S. adults. See what has changed since 2021 in our latest Data Story.
Follow this link to download a full-length infographic: https://wilkeningconsulting.com/inclusive-2026

American Alliance of Museums

DATA RELEASE: Who visits museums? And who visits frequently?Those two questions can produce surprisingly different pictu...
09/17/2026

DATA RELEASE: Who visits museums? And who visits frequently?
Those two questions can produce surprisingly different pictures of museum audiences.
When you look beyond frequent museum-goers, some surprising patterns emerge around education, race and ethnicity, and age.
For example, adults 60+ make up a large share of frequent visitors at many museum types, yet they are the least likely age group to visit museums at all. And the racial and ethnic makeup of casual visitors looks quite different from that of frequent museum-goers.
Our latest Data Story takes a closer look at who is visiting museums, and how often.

Full-length infographic: https://wilkeningconsulting.com/demographics-2026

American Alliance of Museums

DATA RELEASE: Wonder about how our Annual Survey research and analysis work? Learn about our methodology in the first D...
09/10/2026

DATA RELEASE: Wonder about how our Annual Survey research and analysis work? Learn about our methodology in the first Data Story for ASMG 2026.
Look for upcoming posts with our findings from the 2026 Annual Survey of Museum-Goers in the following months.

Click this link to download a full-length infographic:
https://wilkeningconsulting.com/methodology-2026

American Alliance of Museums

Join us in Philadelphia at the AAM Annual Meeting! Civic Learning Together: A Networked Strategy for Deep Relevance brin...
05/14/2026

Join us in Philadelphia at the AAM Annual Meeting!

Civic Learning Together: A Networked Strategy for Deep Relevance brings together leaders from cultural organizations collaborating through Educating for American Democracy and the Community Learning Partners Network.

Anniversaries are not just moments for celebration; they are opportunities to recommit to the ideals and complexities of American civic life. Discover how museums are collaborating through the Educating for American Democracy network to shape more meaningful public engagement.

Friday, May 22, 2026
1:15 PM – 2:15 PM EDT
Room 116 | Pennsylvania Convention Center

With presenters:
Hayley Tucker, Please Touch Museum
Lynda Kennedy, Intrepid Museum
Kaitlin Holt, NYPL The New York Public Library
Sarah Jencks, Every Museum a Civic Museum
Noël Koehn, Wilkening Consulting

Learn more at: https://annualmeeting.aam-us.org/

American Alliance of Museums

Join us in Philadelphia! Join Susie Wilkening as she shares our latest findings from the 2026 Annual Survey of Museum-Go...
05/14/2026

Join us in Philadelphia! Join Susie Wilkening as she shares our latest findings from the 2026 Annual Survey of Museum-Goers, including new data on: public opinion, political threats, earned revenue, and meaningful museum experiences.

Research Update: Breaking News from the Annual Survey of Museum-Goers
Friday, May 22, 2026
11:00 AM – 12:00 PM EDT
Room 120 AB, Pennsylvania Convention Center

If your institution is making decisions about audience strategy, revenue, and outstanding museum experiences, this session is for you! Learn more at: https://annualmeeting.aam-us.org/

American Alliance of Museums

DATA RELEASE: AI is everywhere right now and museum-goers have opinions.Some are curious, some are skeptical. Many are c...
03/26/2026

DATA RELEASE: AI is everywhere right now and museum-goers have opinions.

Some are curious, some are skeptical. Many are concerned about trust, accuracy, and losing the human element.

We asked. They answered. Explore the data and download a full-length infographic here: https://wilkeningconsulting.com/trust-and-responsibility-to-community-part-6/

American Alliance of Museums

Final call. March 1 is the last day to enroll in the 2026 Annual Survey of Museum-Goers. Participating museums receive t...
02/27/2026

Final call. March 1 is the last day to enroll in the 2026 Annual Survey of Museum-Goers. Participating museums receive tailored results specific to their institution, providing clear insight into who their visitors are and how they engage.

If you want museum-specific audience data for 2026, now is the time. Enrollment closes March 1.

Don’t guess. Know.
Enroll at: https://museumgoers.aam-us.org/

American Alliance of Museums

In January 2026, we surveyed a representative sample of U.S. adults about their thoughts on museums.One national pattern...
02/23/2026

In January 2026, we surveyed a representative sample of U.S. adults about their thoughts on museums.

One national pattern stood out: parents of elementary-aged children were the most likely to say they would reduce visits if money became tight.

That’s a national trend. But does it apply to your museum?
The 2026 Annual Survey of Museum-Goers provides museum-specific results, so you can see if this pattern appears in your museum’s data.

National averages are informative.

Your museum’s data allows you to plan with purpose.

Enrollment is closing March 1.

Don’t guess. Know. Enroll at: https://museumgoers.aam-us.org/

American Alliance of Museums

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