KMOP led a comprehensive stakeholder and audience analysis, as part of the European research project “META-MUSEUM”, to examine both expert and public perceptions of cultural heritage (CH) and its transformative role in contemporary society. The research employed a mixed-methods approach—combining 16 expert interviews (museum and gallery professionals, academics, psychologists, neuroscientists etc) with 176 responses to a public online survey across more than 20 European countries. The study focused on four interconnected themes: the significance of cultural experiences, visitor expectations, contemporary societal fears, and the desire for connection.
The Value of Cultural Experiences in Everyday Life
The findings underscore that cultural experiences are deeply embedded in the lives of many Europeans. A notable 73.8% of respondents rated these experiences as highly important (8 or above on a 10-point scale, where 10 is “very important”), with 31.7% identifying them as “very important.”. This indicates that engagement with culture is perceived not merely as leisure, but as essential to personal and societal well-being.
What Visitors Expect from Museums
Participants expressed a range of expectations from museum visits, prioritising knowledge acquisition (90.7%), learning about cultural heritage (67.2%), and experiencing a sense of connection to something greater (57.4%). Emotional aspects like relaxation (42.6%) and escapism (42.1%) were also prominent, Yet only 25.7% prioritised interactive formats, indicating a gap between current offerings and potential innovation in experiential engagement. The data underscores the continuing role of museums as educational institutions, while also emphasising their evolving function as emotional and social spaces.
Visitors Fears in a Contemporary Context
One of the novel aspects of this audience analysis was examining visitors’ contemporary fears, revealing the emotional landscape in which they engage with cultural institution. Using a 1-to-10 anxiety scale, the top fears included:
- Global war: Mean = 7.6 (SD = 2.4)
- Climate change: Mean = 7.1 (SD = 2.7)
- Economic difficulties: Mean = 6.4 (SD = 2.6)
- Inequalities: Mean = 6.4 (SD = 2.9)
- Children’s future: Mean = 6.2 (SD = 3.3)
These data reflect a climate of socio-political and environmental anxiety. Notably, fears related to personal issues such as loneliness (4.5) and relationship problems (4.7) ranked significantly lower, pointing to broader societal concerns dominating public consciousness.
Visitors’ Desire for Connection
A strong desire for connection emerged as a central theme among museum visitors: 62.3% expressed a strong desire for deeper interpersonal connections, 49.2% sought to connect with their personal and family heritage, and 42.6% with national or cultural heritage.
These findings support the conceptual framework of the European research project META-MUSEUM, which highlights cultural heritage as a medium for fostering empathy, identity, and social cohesion
Looking Ahead: Museums as anchors of connection and resilience
The key findings reveal that today’s museum visitors seek more than leisure, they value opportunities for emotional connection, personal relevance, and shared meaning. Their strong interest in personal, cultural, and human heritage affirms the evolving role of cultural institutions as spaces for both learning and emotional engagement.
These findings support the central message of the “META-MUSEUM” project: cultural heritage has the power to foster empathy, strengthen identity, and promote social cohesion. In a time marked by rapid change and collective uncertainty, museums are well placed to offer environments where people can connect with others, reflect on shared experiences, and feel supported.
By designing inclusive, engaging, and emotionally attuned experiences, museums can become key contributors to public well-being and social resilience.
The full research report will be released soon, featuring key recommendations for professionals working in the cultural sector, as well as expanded insights from the stakeholder and audience analysis. To receive early access and discover all the key findings, we invite you to register for our newsletter.
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