Wilkening Consulting has been fielding ground-breaking research focusing on how individual values and attitudes influence museum-going behaviors and attendance. Best-known for the Annual Survey of Museum-Goers, we field research with over 100,000 museum-goers annually, conduct political polling on behalf of American museums, and share our work broadly through infographic Data Stories. Our focus areas include: attendance patterns and life stages, attitudes towards inclusive content and censorship of content, navigating political pressures and polarization, community-based research, as well as internal studies of the museum field.