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.

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We are thrilled to introduce y'all to the newest member of the @SloverLinett team, Matthew Jenetopulos! Please join us in welcoming Matt, & learn more about how he contributes to our #audienceresearch: @vvp317

Lots of takes here, eg @tanyatreptow: It’s all about *to what end?* Think about movie trailers that give everything away; they actually get people to watch those movies, perhaps by creating familiarity. So maybe video guides at an art museum would get people into those galleries.

This #newyorker cartoon nails our anxiety about technology replacing rather than deepening the "real" (i.e. live, unmediated) #museum experience. Plus our fear that visitors are increasingly passive. @NAEA @museweb @heychrisbarr #artstech @futureofmuseums

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