Addressing the museum attendance and benefit gap

Research Projects

Key project information

  • Duration: March 2026 – March 2030.
  • Funders: Arts and Humanities Research Council (AHRC) Mission Award
  • Partners / Team: Prof. Suzanne MacLeod, Co-Director RCMG, University of Leicester; Dr Mark O’Neill, previously Head of Glasgow Museums; Sara Wajid, Co-CEO, Birmingham Museums Trust; Dr David Bartram, Associate Prof. of Sociology, University of Leicester; Prof. Theano Moussouri, Prof. of Museum Studies and expert in museum learning, UCL; Dr Laura Kudrna, Institute of Applied Health Research, University of Birmingham; Prof. Richard Sandell, Co-Director RCMG, University of Leicester; Dr Sarah Plumb, Senior Research Associate RCMG, University of Leicester; Dr Viji Kuppan, Research Associate RCMG, University of Leicester; Dr Cesare Cuzzola, Research Associate RCMG, University of Leicester

Research question

What institutional changes and cultural policies are required to build the research capacity and capability necessary to close the attendance and benefit gap and enable MHIs to contribute more to achieving Arts & Humanities’ central and valued aim of nurturing reflective individuals and engaged citizens?

About the project

Birmingham Museums Trust are a core partner in this project, led by the University of Leicester’s Research Centre for Museums and Galleries, which addresses persistent inequalities in museum attendance and benefit. It will bring together scholars from a range of disciplines including museum studies, sociology, health and implementation science; leading museum professionals at Birmingham Museums Trust; leaders from a wider group of UK museums committed to transforming museums so that everyone benefits from them; and leaders from key professional, policy and funding organisations with the agency to drive change across the sector.

The project follows the 2023-2025 AHRC Network Grant which explored who visits and benefits from museums, who is missing from museum audiences, and how we can utilise data and evidence-based approaches to broaden visitor demographics and make sustainable progress towards representative participation.

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