Wilkening Consulting

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

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

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

02/19/2026

DATA RELEASE: �Amid misinformation, polarization, and shifting public confidence, one thing is clear: Museums are still trusted.

Our five-year tracking shows that trust in museums has increased since 2021 and remains strong across political affiliations.

When national systems feel uncertain, people still turn to local institutions for stability.
Museums are holding that space.

Explore the 2026 findings and download a full length info graphic here: https://wilkeningconsulting.com/trust-and-responsibility-to-community-part-5/

American Alliance of Museums

02/12/2026

📣 📣 Enroll in 2026 Annual Survey of Museum Goers today! Receive data-driven insights to make more confident, informed decisions for your museum. Learn more at: https://museumgoers.aam-us.org/

American Alliance of Museums

02/05/2026

DATA RELEASE: FULL INFOGRAPHIC DATA STORY “I Trust You.” That’s an actual response from a museum-goer when asked if they trust museums.

Our latest Data Story draws on data from the 2025 Annual Survey of Museum-Goers exploring how audiences think about trust, credibility, and the role museums play amid political pressure, disinformation, and uncertainty.

Despite rising fears about censorship, funding threats, and political interference, respondents overwhelmingly affirmed their trust in museums and in the professionals who work in them.

Click here to download the full Data Story and read what people said, what worried them, and why trust endures: https://wilkeningconsulting.com/trust-and-responsibility-to-community-part-4/

American Alliance of Museums

01/27/2026

How do you capture feedback from visitors who are actually in your museum spaces?

Join a free webinar on January 28 at 2:00 PM ET for a conversation with Noël Koehn of Wilkening Consulting and Roslyn Esperon from The Walters Art Museum. Learn how intercept surveys help museums understand who is visiting their galleries and how that data can inform marketing and programming efforts and more.

Register here: https://www.aam-us.org/event/annual-survey-of-museum-goers-qa-with-the-walters-art-museum/

American Alliance of Museums

01/22/2026

DATA RELEASE: FULL INFOGRAPHIC DATA STORY
In a world full of noise, credibility matters.

A new Data Story from the 2025 Annual Survey of Museum-Goers explores what people want museums to do to help information feel credible and trustworthy, especially in a landscape shaped by disinformation, AI, and political polarization.

The findings highlight applicable, trust-building practices audiences value: showing original sources, sharing multiple perspectives, modeling curiosity, and being transparent about how museum work is done.

Read the full, downloadable Data Story to see what audiences had to say: https://wilkeningconsulting.com/trust-and-responsibility-to-community-part-3/

American Alliance of Museums

01/15/2026

Sometimes it’s not what we say, but how we say it.

Our latest Data Story draws on data from the 2025 Annual Survey of Museum-Goers to explore how the meanings and uses of words evolve, and how that evolution can shape trust, responsibility, and public response.

Our findings offer museums practical, non-partisan guidance for communicating clearly and thoughtfully, especially in times of uncertainty.

Click here to read the full Data Story here and access a downloadable full-length PDF: https://wilkeningconsulting.com/trust-and-responsibility-to-community-part-2/

American Alliance of Museums

01/09/2026

Check out our feature in recent The Conversation US article!

As social divisions grow, museums provide forums for civic connection and discourse across political and cultural lines.

01/08/2026

We often hear that “no one agrees on anything anymore.”

But when we asked respondents to describe their own communities, that story didn’t hold up.

A new Data Story from the 2025 Annual Survey of Museum-Goers explores shared values, trust, and the responsibilities museums have to their communities — and how museums help tether us to one another, especially in times of uncertainty. These shared values give museums a strong foundation for communicating their work clearly, confidently, and with care.

Click here to read the full Data Story here and access a downloadable full-length PDF: https://wilkeningconsulting.com/trust-and-responsibility-to-community-part-1/

American Alliance of Museums