Whitney Museum of American Art

Explore Visitor Profile for Enriched Experience

Whitney Museum logoSituation:

The Whitney aimed to align visitor demographics with target audiences and evaluate the quality of their experiences in the new building by deepening insights into engaged dynamics with the museum.


Selected from 20 competing firms, Alexander Babbage led a comprehensive tracking study for both visitors and Whitney members. Our analysis revealed shared attitudes among visitor groups, identifying crucial factors for a positive experience—particularly impactful for first-time attendees. These insights played a pivotal role in shaping membership and influencing social media recommendations.



Collaborating with Alexander Babbage, the Whitney optimized strategy through continuous tracking and monitoring KPIs—visitor demographics, satisfaction, advocacy, and local community engagement—utilizing a tailored dashboard. Integrating qualitative research on the visitor experience, they refined staff service tactics, evolving into a robust, data-driven organization. 

Featured Case Studies

Oakland Museum of California

Segmenting and Targeting New Audiences

Read more

The Woodruff Arts Center

Using Data to Change Legislation, Save on Taxes and Secure Donations

Read more

The Ride

Quantifying Audience Changes Post-COVID


Read more

Ready to Try TruTrade?

We've helped destinations, physical locations where people go and transact business, to grow and succeed for years. But we know deciding on a partner can be tough. Whether you would just like to chat about your needs or have a guided demo of TruTrade, our team is happy to help!