Below are some additional research services you can add on to further customize your survey and/or segment your data.
Your survey already includes benchmark questions customized with your museum’s name – the Custom Questions add-on lets you take it a step further.
Add up to three, fully custom questions to explore topics like specific exhibits, programs, operations, or other priorities unique to your museum. We’ll provide a PDF of sample questions to choose from—or help you craft your own!
Custom question responses are unique to your museum and not included in the aggregated benchmark results.
Cost: $350 per question, maximum of 3 custom questions
Note: To keep the survey length manageable, custom questions replace inclusion questions.
This add-on can help you understand how different groups/segments within your audience respond to your survey.
We’ll set up unique links for each group you want to compare—a few examples are members and non-members, people responding by email or social media, or on-site visitors versus email respondents.
Your spreadsheet report will show how each group’s responses compare to your museum’s overall results.
Cost: $100 per segment
Note: A minimum of 75 responses per segment is required to run this reporting. You will be billed at 50% if the minimum response is not met.
Compare responses from groups/segments already in your survey—whether by demographics like life stage, or by shared answers to a particular question like visitation frequency.
Your spreadsheet report will show how each group’s responses compare to your museum’s overall results.
Cost: $100 per cross tab request
Note: Must have an overall sample of 500 to run this reporting. No extra links are needed and can be added anytime, even after your survey launches.
After you request Additional Survey Links or Audience Comparison Reports/Cross Tab add-ons, the Expanded Reporting add-on extends your spreadsheet report to include written-in comments broken out by the requested groups/segments, plus additional visual charts in your slide deck for those same groups/segments—helping you uncover the full story from every angle.
Cost: $350 per requested group/segment
Note: a minimum of 75 responses per group/segment is required to run this reporting. For 3+ segments, we’ll consult which to include in your slide deck for clear, readable visuals.
We’ll manage the entire process of surveying casual, sporadic, and non-visitors in your area so you can get a fuller picture of your local community.
With this add-on, we field a nearly identical version of the Annual Survey to a demographically representative sample of U.S. adults from your city/metro area, county, or state (you get to decide!).
The comparison results in your final reports will help you understand how motivations, behaviors, and values differ between those most engaged with your museum and your potential, future audience. All your audience data, packaged together, to guide your strategic engagement decisions. Read more about local broader population sampling.
Cost: $2,000+. Please contact Jessica Strube at jessica@wilkeningconsulting.com for a quote
Get a complete, unprocessed copy of your survey data—each respondent’s answers presented line by line in a spreadsheet—ready for analysis, filtering, reporting, or any other use by your team.
Cost: $100
Note: All personally identifiable information will be removed.
We’ll hand-code your respondents’ written-in comments one by one to provide you with nuanced analysis of sentiments from your audience that may not be obvious from quantitative data alone. You’ll receive the results of our coding, as well as brief commentary and key takeaways from our findings, in a separate report.
Cost: Pricing varies based on sample size: $650 to $1,800+
Note: We recommend a sample of at least 250 for stability but offer coding for smaller museums who may reach stability with a smaller sample size.
Looking for more one-on-one time to discuss your results? Would you like dedicated time for your team or board to review the data and ask us questions? This add-on will provide you (and your staff, board, stakeholders, etc.) with focused time to discuss your specific results and help answer any questions you may have about the reports.
Cost: $250
Note: Initial hour of private consultation is complimentary to Tier 3 AAM members and museums that participated in the 2017 – 2019 Annual Surveys.