Researchers at Reach Advisors have been mining a mountain of data from an in-depth survey of thousands of museum members and dedicated museum goers across the US. A number of interesting patterns are emerging, yielding helpful insights into this audience. I suspect the museum-going community may also be a part of the audience we see at nature centers, historic sites and other interpretive venues, so I’ve been very interested in the reports from Reach Advisors.
One of the significant audience segments they’ve identified is the “ultra mom.” Ultra moms are particularly active in providing a variety of experiences for their children. They want to provide opportunities for their kids to have fun and learn, and they may be frequent instigators of a family visit to the museum. In addition, the ultra-moms are more likely to be the adult that accompanies children to the museum. This group tends to be some of the most enthusiastic supporters of museums and programs for kids, and they may be some of the more steadfast members—at least as long as their children are engaged in the museum and programs.
In his work on Identity-Based Motivations among audiences in zoos, aquariums and museums, John Falk identified a category of guests that he described as “Facilitators.” These were visitors who were focused on facilitating a good experience for others—often children, family members, friends—and their satisfaction was linked to the enjoyment experienced by the those they were facilitating. Moms are a classic example of this Facilitator group, and if their children are having a good time they feel they’ve been successful in providing a great experience. I see a pattern here: perhaps ultra moms are also ultra Facilitators.
But there’s that troubling trend that ultra moms tend to drop out of the museum audience as their kids get older and “outgrow” the institution. That suggests that these adults aren’t finding value for themselves in the museum, they only see it as a value for their children. So how can that be addressed? I have seen some museums (particularly children’s museums) provide coffee and some space for parents to socialize while their kids are engaged in programs. That may help nurture a social network among adults (those that are regulars at the museum) that lasts for many years, even as their kids grow older. In addition, providing programs (adventure camps, science days, student docents, etc.) that appeal to the “tween-age” and teen age audience may extend the involvement of ultra moms and their families. This has the added benefit of developing the next generation of supporters as the family stays engaged with your institution.
Look for the ultra-moms in the audience for your interpretive programs this summer and see if you observe this phenomenon. If you can connect with this segment, try to establish a relationship with the ultra moms and find out how you can better serve their needs. They may well become some of your most loyal fans and supporters—and we can’t have too many of those these days. If you’d like to read more about ultra moms, you can start with this recent blog post from Reach Advisors: http://reachadvisors.typepad.com.
—Jim Covel
















