Whitney Museum of American Art

Profiling the Visitor and Understanding Their Experience

Whitney Museum logoSituation:

The Whitney was interested in gaining a deeper understanding of who was visiting its new building and understanding how these visitors aligned against its target audience groups. Further, the Whitney wanted to learn about the nature and quality of the visitor experience and to understand how visitors engaged with the museum.



Alexander Babbage was chosen over more than 20 other firms to conduct a continuous visitor tracking study and study members of the Whitney’s database. Our analysis identified that there were more similarities than differences among Whitney visitors, and that a common set of attitudinal attributes ran across these audience segments. We were also able to identify the key drivers of a positive visitor experience – in particular, for first-time attendees – which impacted membership and social media recommendations.



The Whitney expanded our engagement to a continual tracking process to monitor KPI’s including visitor demographics, satisfaction, advocacy, and local community engagement through a custom dashboard. They have also used qualitative research into the visitor experience to improve staff service tactics, and in the process, have become a strong data-driven organization.

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