Publications and resources that relate to audience analysis and insight, programme management, evaluation, marketing, brand, content, experience design, learning and public programmes. Includes visitor research, audience development, and so on.
Museums Aotearoa calls on government to recognise significant value of sector
Museums Aotearoa is calling on local and central government to recognise the national significance of museums or some may need to close their doors.
A new study commissioned by Museums Aotearoa has found some museums have an average operating deficit of almost $280,000.
It also found museums and galleries were responsible for caring for 45 million items with a total value of $3.6 billion.
FOLKL Phase 2 research; Community insights Oct 2022
FOLKL Phase 1 research; Membership Insights and recommendations July 2022
2023 National Visitors Survey
Museums Aotearoa is conducting the annual National Visitors Survey again this year.
Email us to register.
Simplified Survey Process
We have heard your feedback about the survey taking valuable resources so we have simplified the process for 2023.
National Visitor Survey 2022
National Visitor Survey 2022
The National Visitor Survey (NVS) 2022 paints a broadly similar picture to the NVS survey conducted in 2021. The sample size for the 2022 survey was 704 valid responses from 18 galleries and museums, which is considerably smaller than previous years (2,645 in 2021, and 1,684 in 2020).
The 2022 results are summarised as follows:
2021 National Visitor Survey
Dexibit data analytics tools
Slides related to the zui 'Visitors - what, who and how?' held on Friday 17 July 2020.
Dexibit's Angie Judge presented on the tools used for visitor data analytics.
Zui recording: Visitors - what, who and how?
Video recording of the zui kōrero 'Visitors - what, who and how?'.
What do today's museum and gallery visitors expect, who are they, and how can we make their visit memorable?
Angie Judge, Dexibit – data analytics (slides available here)
Gayle Beck, Te Papa – research on audience expectations/behaviour
Sabine Doolin, Insight Unlocked – Manifesto for Audience Focus
Adrian Kingston, Te Papa – Audience Impact Model
2020 National Visitor Survey
The National Visitor Survey (NVS) provides snapshot data from visitors surveyed at museums, art galleries and heritage properties in Aotearoa New Zealand in the summer of each year. This poster is a visualisation of the aggregated results of the 2020 National Visitor Survey, which consisted of 1684 visitor responses at 32 MA member museums across the country.
2019 National Visitor Survey
The National Visitor Survey (NVS) provides snapshot data from visitors surveyed at museums, art galleries and heritage properties in Aotearoa New Zealand in the summer of each year. This poster is a visualisation of the aggregated results of the 2019 National Visitor Survey, which consisted of 2136 visitor responses at 36 MA member museums across the country.