See how ARoS strengthens its position as one of Denmark’s leading museums through new insights into visitors’ experiences, motivations, and barriers.
Culture & Attractions
Audience study for ARoS 2025
Background
In 2025, Silverlining Research conducted a comprehensive audience study for ARoS, one of Denmark’s most visited museums and a central cultural landmark in Aarhus. With more than 650,000 annual visitors, ARoS is a national cultural institution with significant reach, and the study was initiated to ensure that the museum can continue to strengthen its position and relevance among both current and future visitors. The project aimed to establish a solid knowledge base on how the museum experience can be improved before, during, and after the visit, as well as how the museum can attract new target groups. At the same time, ARoS sought deeper insight into its audience’s preferences, motivational factors, and barriers, enabling the museum to further develop its communication, programming profile, and strategic direction.
Method
The project combined a nationwide online survey with more than 1,600 respondents and an on-site guest survey with over 300 respondents. The study included, among other elements, a segmentation analysis, driver analysis, guest evaluation, and potential analysis. This approach provided a comprehensive understanding of both current and potential visitors.
Results
The analysis resulted in clear and action-oriented recommendations, providing ARoS with a solid strategic foundation for future decision-making. It has contributed to a deeper understanding of the museum’s current and potential audiences, including their needs, motivations, and barriers. The study has also clarified opportunities to strengthen ARoS’s appeal, develop new audience-focused initiatives, and optimize its strategic direction.
In search of insights?
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Terje Vammen
Senior Director & Partner
Silverlining Research
Silverlining Research
Bjarke Bøgeskov
Project Director & Partner
Silverlining Research
Silverlining Research
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