Testing audience response to increasing temporary exhibition prices

Abbie McPhie

Audience Research Manager, National Museum of Australia

Like most cultural institutions, the NMA is under increasing pressure on budgets. As we are free, one of our key sources of revenue from audiences is temporary exhibitions and with other institutions increasing their entry prices for exhibitions the Museum looked to consider doing the same. Research was conducted on two separate upcoming exhibitions to determine what at what price points our audience would visit these exhibitions, and some interesting differences between them emerged.

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National Museum Australia