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Research into Admissions Pricing Policy in Museums and its Impact

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The Association of Independent Museums (AIM) and partners Arts Council England, Museums Galleries Scotland, the Welsh Government, the National Museum Directors’ Council, and the Art Fund have commissioned DC Research Ltd and Durnin Research Ltd to deliver ‘Research into admissions pricing policy in museums and its impact’. The work will explore admissions policies and pricing strategies in UK museums and produce guidance that organisations can use to help decide on ticketing policies in the current challenging environment for museums. The research follows on from 2016’s ‘Taking Charge’ report and Success Guide.

As part of this research, museums across the UK are encouraged to participate by completing a short survey on their recent and current approaches to admissions pricing.

The deadline for survey responses is 24 March 2023.

In addition to the survey, DC Research and Durnin Research are keen to hear from museums that have recent experiences of changing their admissions policy/pricing to discuss the processes and experiences and to understand the impact of these changes. This could take the form of a confidential discussion and/or could involve your museum featuring as a case study in the final report.

If you’re happy to have a discussion with the study team, please contact them via or call Stephen Connolly, Director at DC Research on 01228 402320.