Wilkening Consulting

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.

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

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

📣 📣 Enroll in 2026 Annual Survey of Museum Goers today! Receive data-driven insights to make more confident, informed de...
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

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

How do you capture feedback from visitors who are actually in your museum spaces?Join a free webinar on January 28 at 2:...
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

DATA RELEASE: FULL INFOGRAPHIC DATA STORYIn a world full of noise, credibility matters.A new Data Story from the 2025 An...
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

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