Each chapter provides insights into visitor attitudes and market segments, plus complete outlines for conducting complementary research.

Chapter 1 -- Observational research and the other researches

Chapter 2 -- Methodology and implications

Chapter 3 -- Taking photos

Learn about the four kinds of photographers and how to build their loyalty

Chapter 4 -- Traffic flow: turning right

Visitors learn better when the route is well planned. Do you know which way visitors turn first? The human GPS is worth a closer look.

Chapter 5 -- Little children, the new demographic

Too young for school field trips, but old enough to form lasting, brand opinions, five to nine-year-old children absorb sights and impressions from the end of their parents’ arms. Look anew at your museum from a height of 30 inches.

Chapter 6 -- Body language on the docent tours.

As you evaluate and improve docent-led tours, analyze also non-verbal reactions of the listeners.

Chapter 7 -- The hand-holders -- connecting to your brand

The phenomenon of so many visitors holding hands suggests that museums engender shared enjoyment that translates to double opportunities.

Chapter 8 -- Shopping for memories

Shopping is more than the acquisition of souvenirs – memories. A closer look at shoppers’ behavior spurs innovative thinking on everything from shelf placement to shopping bag design.

Chapter 9 -- Lunchtime: look who’s eating with whom

Connections are made and impressions deepened during quality time at the dining table. You’ll be surprised at who stays the longest at lunch.

Chapter 10 -- Frail and hardy

The most loyal arts supporters, in every definition of the term, skew towards the upper reaches of the age spectrum. Surprisingly, many in this valuable and growing group actually cross your threshold on canes and walkers. These loyalists demand special attention, and not just more chairs.

Chapter 11 - Men -- another new market segment

There are many market slices that reside beyond the superficials of gender. Senior men, especially, are a promising new demographic and psychographic. Many museum trustees are men, another reason to observe them more analytically.

Chapter 12 -- Sitting Down

Relaxing, reflecting and retaining: these essential components of a successful museum experience are best done sitting down. This chapter looks at the seating situation and how the owners of posteriors utilize their aaah time.

Chapter 13 -- Early Birds

People who line up before opening time suggest certain psychographics that museums will want to investigate further. Time-shifting is a reality that must be addressed.

Chapter 14 -- What the guards see

Once you’ve learned to observe visitors, look inward, as well. You’ll be pleasantly surprised at what staffers see and how they evaluate it.

Chapter 15 -- Museum goers don’t get fat

Fit and trim visitors, it turns out, are universal among art museums and suggests yet-again a psychographic to be mined.

Chapter 16 -- Dress Code

Especially art museums, one ritual is clear: visitors dress to be seen. They feel a part of the show, involved and ready to participate.

Chapter 17 -- A shoutout for the library

Quiet, verbal rather than visual, your library supplements your brand, attracts a different market segment, and engages visitors for longer periods of time.

Chapter 18 -- Insights from the performing arts

Watching theater audiences reveals the importance of the lobby, the ticket-office the snack counter, and intermission socializing. With so many museums incorporating performance venues, this knowledge becomes doubly important

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