Audience Research & Evaluation

The Indianapolis Museum of Art is committed to understanding and supporting visitor experiences with works of art and other IMA offerings, whether onsite or online. The Museum currently carries out the following types of audience research and evaluation: studies on visitor motivation and how people engage with different interpretation approaches to works of art, online visitor segmentation, exhibition and program evaluation, evaluation of interpretive materials, and usability testing. We utilize the following methodologies: comment cards, surveys, timing and tracking, qualitative interviews, and focus groups and visitor panels. We seek to expand our understanding of IMA audiences through the implementation of other types of research including: visitor profile surveys, visitor experience surveys both in general and focusing on target audiences, non-visitor research, and prototype and design testing.

The Audience Research and Evaluation Team routinely works with contractors and collaborates with other museums, academic institutions, and organizations to help us better understand our diverse audiences.

For additional information, please contact evaluation@imamuseum.org.

Featured Projects

A selection of projects geared towards better understanding IMA's audiences.

Publications & Presentations

A selection of additional resources produced by the Audience Engagement department at the IMA.