This document discusses best practices for conducting audience research in museums and other cultural institutions. It recommends that institutions designate a staff member with budget and expertise in social research to lead audience research efforts and represent the audience perspective. This person should design research projects in-house while also consulting experts for specialized assistance. Research findings should be shared openly with staff to gain input, avoid surprises, and facilitate changes to better serve audiences.

1. Museum Research Methods MUSM7034 Semester 1 2009 Session 5.2 Audience research in institutions www.arts.usyd.edu.au/departs/museum http://musm7034.ning.com/