Museums + Heritage Advisor: Does culture matter? New research offers lockdown lessons for museums and cultural attractions

Museums + Heritage Advisor: Does culture matter? New research offers lockdown lessons for museums and cultural attractions. “The study, conducted by marketing firm Crystallised, involved weekly surveys between 23rd March and 20th July, with one third of respondents having traditionally been classified as ‘not culturally engaged’ – not that this designation uniformly aligned to the research results. Perhaps unsurprisingly, people were found to have been far more open to trying new cultural experiences during lockdown. 61% of those surveyed tried a new culture sector offer in the four months of research and 16% participated in multiple online museum tours.”

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