Visitors Observatory


The Visitor's Observatory - l'Osservatorio of the National Gallery of Modern Art undertakes statistical research in collaboration with the Office of Statistics of MiBAC.

Relevant data regards:

  • the socio-demographic nature of visitors;
  • their frequency of visitation to the permanent collection and to the temporary exhibits;
  • the coordination of statistical data, its elaboration and the monthly and annual visitor percentages.

The office conducts inquiries regarding the public's opinion and satisfaction with museum operations in collaboration with University institutions and the Office of Statistics at MiBAC. In 2006 the National Gallery of Modern Art conducted an investigation aimed at the development of a socio-demographic profile of the public (visitor typology) and evaluation of customer satisfaction regarding exhibitions and the permanent collections.

The initiative sponsored by the Gallery grouped together personnel from the Ministry of Culture - MiBAC, the Gallery and the Office of Statistics. During the year 2006 the Gallery extended its collaboration to the Department of Educational Science, University Roma Tre (Professor Stefano Mastandrea).

The investigation's objectives included verifying the standards of the Museum's functioning (D.Lgs. n. 112/98 art. 150; ICOM) and development regarding the following thematic areas:

  • museum/territory;
  • awareness/satisfaction;
  • environment/set-up;
  • museum conception.

The investigation included a questionnaire for the public containing thirty-six questions of a socio-demographic and the above-mentioned thematic nature.

The topics developed were related to the perception of contemporary art, the consumption of cultural material and public satisfaction regarding the permanent and temporary exhibits of the National Gallery of Modern Art.

The investigation was articulated in two phases:

  1. quantitative
  2. qualitative.

The quantitative phase included:

  • a sampling plan;
  • a pilot examination (the questionnaire);
  • a periodic administration of the exam in Italian, English and French;
  • the acquisition of relative data regarding the questionnaire;
  • the elaboration and statistical codification of the data and its resultant interpretation.

For the qualitative investigation the methods used were those more common to museums:

  • focus groups;
  • in-depth interviews;
  • observational investigations.


Maria Mercede Ligozzi