ARA conducted a study for the Guggenheim Museum to better understand the needs and interests of its members. Conducted online, by telephone, in person and by mail, the research project explored visitors’ reasons for joining and renewing, how they valued current and potential benefits, their use of all types of media (from print and online to social networking), and satisfaction with their experience as members. Read More
It will also included a demographic profile. A parallel survey of former members explored their experience while members. The quantitative survey was preceded by qualitative research that included focus groups with members and non-member visitors.
