High Museum of Art

Frida and Diego Exhibition Study


The High Museum of Art proactively sought a comprehensive understanding of its audience during the Frida and Diego: Passion, Politics & Painting exhibition. This initiative aimed to analyze visitor characteristics, experiences, attitudes, perceptions, and behaviors, empowering the museum to refine strategies for precise audience engagement and cultural enrichment.



Engaging the expertise of Alexander Babbage, the museum conducted a thorough study, using interviews and ticket sales analysis. Over 300 participants shared insights on demographics, motivations, satisfaction, and advertising impact.



Results showcased a remarkable 415% increase in targeted audience visitation, affirming the success of community outreach efforts. The museum effectively attracted younger audiences, a strategic win for engaging corporate donors. 

In essence, the Frida & Diego exhibition not only captivated art enthusiasts but also highlighted the High Museum Art’s prowess in audience engagement and strategic outreach.  

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