How Can Science Connect to More Millennials? A Survey for the National Academy of Sciences

PRACTICE AREA:

In 2018, the National Academy of Sciences closed its science museum in Washington, DC and announced a new program aimed at millennials, LabX. The LabX team engaged Slover Linett to conduct a groundbreaking national study of how science is perceived by young American adults and how it informs decision-making in their lives. Our survey, administered online to a representative sample of 18–39 year olds around the U.S. in partnership with NORC’s Amerispeak panel , explored interest in science and other STEM-related topics relative to other topics in everyday life and examined preferences for both online and in-person science experiences. Our analysis included a new metric of “science affinity” and illuminated the distinct attitudes and engagement styles of young Americans with low, medium, and high science-affinity levels. We presented the survey findings to the LabX team and international advisory board, then facilitated a planning workshop in San Francisco to help the full group prioritize target audiences for LabX and envision creative programming strategies based on the data.

The report will be made available soon. To request a copy or inquire about the study, please contact vice president and co-director of research Jen Benoit-Bryan.

Questions? Don't be shy.

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Before "high" #culture peeled off from "low," #art from entertainment: Scott Joplin was "a hit in the saloons of the Midwest...but also in the high-society parlors of European capitals." Love @nytimes #overlooked series of belated obits for people of color

Scott Joplin circa 1904. He would come to be revered as a ragtime giant and an in-demand performer.

Scott Joplin, Ragtime Master Who Wrote ‘The Entertainer’

Scott Joplin elevated ragtime, composed one of the first African-American operas and laid the groundwork for jazz.

www.nytimes.com

Thank you @murawski27 for breaking down practical ways to tackle change to move community involvement work forward. #firstwave @OFBYFOR_ALL

@stevenkohls Hi Steve, I run an audience research & evaluation firm for arts & culture nonprofits, and we're developing a new website - would love to use literally like 9 seconds of footage from your video of the Crossing Arts mural painting. Thoughts? Thanks very much.

@steamworkgroup @SloverLinett @DrPriceIsRight Right, we've sometimes said the same to each other here @SloverLinett. But increasingly, #genderidentity is one of the dimensions of diversity and inclusion that #museums and #arts orgs are striving for, so it's worth measuring and tracking over time.

Around our table: Great chat about asking #gender on #surveys inclusively, empathetically & analyze-ably? Is transgender a category (noun) or modifier of male or female (adj.)? Who are we to define the options, but closed-ended questions force the issue. #audienceresearch #arts

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