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're thrilled to share the executive summary of the inaugural stakeholder research conducted with our friends at @folkalliance. The report is available below:

cc: @aengusfinnan @ProfConceison @PLinett @michell86113013 @tanyatreptow @chloechitpatton

https://t.co/8SpTR6a4tw

"A huge sample size doesn’t mean much if that sample isn’t really representative — and you’ll never know that from the margin of error."

@PLinett discusses polling methods in our latest post:

#audienceresearch

Stop worrying about “margin of error” – Worry about response rate | Slover Linett

sloverlinett.com

@artlust @SloverLinett @AnandWrites Great points. It's striking when the challenges of the field - how museums are perceived or what they stand for - are so baked into the language like this, in that they become a metaphor for fixed states (or arbiters of "truth," as you say)

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