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.

Latest Tweets

#tbt to a beautiful July night under the whale at @amnh, catching a glimpse of @dave_malloy & @rachelchavkin's #MobyDickMusical.
It's always a treat to witness the development of new work, & was particularly cool to see Dave perform.
I still have that encore stuck in my head...

"Research across the #cultural sector shows that infrequent attenders depend even more than others on recommendations from those who are closest to them...what if there was a way to help get the word out to more people, especially to newer #audiences?"

Getting the word out: brand ambassadors to amplify word-of-mouth | Slover Linett

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