When it comes to exceeding audience expectations at your museum, the big question might not be "who?" but "why?"

According to Thriving in the Knowledge Age, studies reveal that people who visit museums (either alone or in groups) are goal orientated and are motivated with a specific outcome in mind.

By matching the needs of each of the five types of visitor (and visitors can change groups depending on the museum), a museum can succeed in meeting their unspoken needs.

Examples of visitors include:

• Facilitators who bring other people to the museum for them to learn
• Professional/Hobbyists who are interested in the museum's method of explanation
• Explorers who are curious open-minded learners
• Experience Seekers who are looking for things rare and novel
• and Spiritual Pilgrims who are seeking rejuvenation.

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