The Perception Paradox: When to Study How Communities View Your Museum [VRC Research Roundtable]

"I feel the whole value realization process is much deeper than we currently understand. Should we start by looking at how we are perceived by different community groups and less about the actual exhibits? How do we uncover our 'historic barriers' to engagement?" These (paraphrased) questions from a recent Value Realization Collaborative participant reflect a common uncertainty: where to begin when trying to understand our communities. But understanding what communities want or need may or may not center the institution itself. Understanding communities and understanding what communities think of us (if they think of us) are two very different things that can be easily confused in our eagerness to learn from those we wish to support. When might a museum want to assess perceptions of the institution? When is it better to set aside self-conscious questions and understand community goals (which will always exist, regardless of a community's relationship to a particular institution)? Both are valuable, and in this Research Roundtable we explore the difference between market research and opportunity research and which organizational goals each supports. What to ExpectIn this 50-minute session, Dr. John Falk and Kyle Bowen will facilitate a discussion with two distinct parts: Part 1: Perception Research Discussion (30 minutes)We'll explore the strategic question: When should museums investigate how they're perceived versus understanding community goals? Topics include: • The relationship between perception barriers and goal support • Separating actual perceptions from our assumptions about perceptions • When perception data genuinely drives meaningful change • Approaches to suspend institutional filters during research Part 2: Open Implementation Q&A (20 minutes)Bring your specific VRC implementation challenges — This is your opportunity to: • Get targeted guidance from John and Kyle • Learn from peer experiences and solutions • Address specific barriers you're encountering • Explore questions that emerged from your calibration workshop How to Prepare1. Reflect on the degree to which understanding perceptions has influenced decisions at your institution 2. Identify specific implementation challenges you're facing in your VRC work 3. Be ready to share brief context about your situation No challenge is too small or early-stage to discuss. Often, what seems like a minor roadblock reveals important strategic insights for the whole group. Making the Most of Research Roundtables• Come with a specific challenge, even if it feels "basic" • Share implementation attempts, even if they weren't successful • Be ready to learn from peer experiences These sessions work best when participants bring real challenges rather than waiting for "perfect" questions. The most valuable discussions often start with "I'm not sure if this is worth bringing up, but..." While these sessions are optional, consistent participation helps build momentum and ensures you get maximum value from the program. Who This Event Is ForThis Research Roundtable is for staff from institutions enrolled in The Value Realization Collaborative. Eligible participants will receive a direct invitation to join. If you're not in the VRC program but interested in discussing this topic, leave a comment below ("add me") and we'll invite you to a future Research Roundtable open to the broader community.