Conociendo nuestros públicos: a study to strengthen the MAMM’s relationship with the city

Between May and October 2025, the Museo de Arte Moderno de Medellín carried out the project Conociendo nuestros públicos, a comprehensive research initiative designed to update and deepen the understanding of the people who visit, enjoy, and engage with the Museum. This study aimed to identify who our current and potential audiences are, how they experience their visit to the MAMM, and what their expectations are regarding the institution’s cultural and educational offerings.

The project was developed in three phases — methodological planning, fieldwork, and analysis of results — and culminated with an open presentation of the findings. The methodology combined qualitative and quantitative techniques, as well as a participatory process that involved various areas of the Museum. During this initial stage, databases and previous studies were reviewed, and tools such as interviews and ethnographic questionnaires were designed for different types of audiences: local, national, and international visitors, members of the Amigos MAMM program, and Museum staff.

The fieldwork phase brought together 63 participants, including 38 in-depth interviews and 25 ethnographic exercises, which allowed for direct observation and understanding of the museum experience. Conversations were held with 27 local visitors, 4 national visitors, 15 international visitors, and 7 members of the Museum team. This work, supported by the observation of dynamics in exhibition halls and cultural activities, revealed cultural consumption practices, assessments of the MAMM’s offerings, and opportunities for improving the overall visitor experience.

During the analysis and systematization phase, a unified database and an interpretive report were created, gathering trends, lessons learned, and strategic recommendations. The final materials include a 133-slide presentation, an Excel file with the general study matrix, and various audiovisual records of the process.

Key findings

The study made it possible to:

• Update the characterization of the MAMM’s audiences, considering sociodemographic profiles, cultural interests, visit motivations, and perceptions of the Museum.

• Identify four relationship profiles with the MAMM — Practical, Civic, Aesthetic, and Willing — which offer a broader perspective on the forms of participation and engagement with art.

• Recognize barriers to access and perception, related to economic factors, cultural habits, communication channels, and institutional visibility.

• Propose improvement opportunities in communication, mediation, programming, and educational experiences to strengthen the connection with young audiences, older adults, and international visitors.

• Design a continuous data collection tool, based on QR codes placed along the museum route, which will provide updated information on visitor behaviors and motivations.

A commitment to listening and cultural relevance

Conociendo nuestros públicos reinforces the MAMM’s commitment to active listening, participation, and inclusion. Its findings offer strategic inputs for institutional decision-making and nourish the Museum’s cultural and educational planning, strengthening its capacity to adapt to the social and cultural changes of the city.

In the context of Medellín, this project represents a significant contribution by positioning audience research as a fundamental practice of contemporary museums. With this, the MAMM continues to consolidate itself as a plural, open space connected to the needs and expectations of its diverse communities.

This project was carried out in partnership with the Ministerio de las Culturas, las Artes y los Saberes, the Museo Nacional de Colombia, and the Programa Fortalecimiento de Museos Colombianos.