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UPDATE: Contemporanea released preliminary data of its study "The Latino Experience in Museums" in May 2010. Salvador Acevedo, President and Principal, was invited to participate in the "Forecasting the Future of California Museums", a work-session in with the participation of leaders of the museum world in California during the national conference of the American Association of Museums in Los Ángeles.
To see a summary of this preliminary study, click here.
“The Latino Experience in Museums”
is a marketing research study focused on the experience of Latinos in museums. To date, Latinos represent 14% of the total population in the U.S., a percentage that is estimated to double by 2020*. In the next decades we’ll have a surge of Latinos who have specific needs when it comes to education and leisure time, greatly increasing the number of future museum-goers.
Most museums are looking to develop and sustain a diverse audience as part of their missions, yet there is a need for more comprehensive efforts when it comes to reaching out to Latinos. Translation is not enough. We need to understand the cultural nuances of this constituency in order to adapt the visitor experience to his/her preferences, and design marketing and communication strategies that are culturally relevant.
Even though numerous studies about Latinos (demographics, psychographics, consumer patterns, health, etc), and some studies about participation in the arts have data based on ethnicity, a study is yet to be developed on the Latino experience in museums. “The Latino Experience in Museums (LEM)” study focuses on perceptions, needs and reasons why Latinos attend or not attend museums in the US. It is important to rely on research to understand the aforementioned cultural nuances, so we can make informed decisions about audience development and community outreach efforts.
The LEM study will help your organization to understand the overall museum experience for Latinos, the needs (functional and emotional) that museums could and are satisfying, the perception of inclusiveness and accessibility, awareness of services provided, and general communications strategies and preferences. It is important to have a deeper understanding of the awareness, participation and ownership of museums among Latinos.
Contemporánea will be conducting the LEM study, the first nation-wide marketing research study on the subject. We want to invite you to participate and take advantage of this important and relevant research study.
Contemporánea is a marketing communications consulting firm that focuses in the Latino experience. Museums are not only in our hearts, but also in our minds. We are committed to helping museums better understand the Latino community since we believe that in doing so we are building the future, for generations to come…
If you’d like to receive more information about the “Latino Experience in Museums” study, please let us know at hello@contemporanea.us
*Pew Hispanic Center, 2004
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