The Art Institute of Chicago

The Art Institute of Chicago collects, preserves, and interprets works of art of the highest quality, representing the world’s diverse artistic traditions, for the inspiration and education of the public and in accordance with our profession’s highest ethical standards and practices.

Embarking on an ambitious and visionary new phase of development, the AIC is currently working with MHM to develop a vision-led and audience-focused strategic plan. The aim is to orient the organisation towards meeting the needs of a diversity of visitors and, in turn, increasing levels of new visits, frequency and recommendation locally, nationally and internationally. Our methodology comprises a #V360° programme, supplemented with a rolling process of data collection on-site. We are also undertaking #AudienceAtlas Chicago, which will map Art Institute Chicago’s audience in terms of the broader Chicago cultural market, and its crossover with other cultural venues. Our research will also enable us to segment their visitors.

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As a Consultant, Guy is responsible for the life cycle of a project; from project inception to...

Gerri is one of the country’s leading arts management consultants having been working at a...

As a Research Analyst, Rebecca is frequently involved in many aspects of project design and delivery...

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Culture Segments

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Visitor 360° rolling research