In this episode, we’re joined by Jena Barchas-Lichtenstein, an expert in audience research, who works closely with museums to understand and engage their visitors. We dive into the world of audience research, exploring what it is, the methods used to collect data (from surveys to ethnographic approaches), and how it differs from UX research. We also touch on a key challenge in audience research: sometimes, surveys and data collection methods don’t provide the answers researchers expect—or even the answers they hope for. Jena shares that it’s not uncommon for the data to be less conclusive or useful than anticipated, requiring researchers to dig deeper, rethink their approaches, or pivot to new methods entirely. Jena also shares insights on the various titles applied researchers can hold—such as audience research, visitor research, impact research, and program evaluation—and what to look for when seeking principal researcher positions in these fields.

We also explore the fascinating field of linguistic anthropology, with Jena offering insight into how it differs from general linguistics. While linguistics primarily focuses on the structure and mechanics of language—such as syntax, phonetics, and semantics—linguistic anthropology shifts the focus to the ways language is intertwined with culture and society. It’s about understanding how language shapes, and is shaped by, human behavior, social relationships, and identity. Jena explains that at the heart of linguistic anthropology is the study of people—their lived experiences, the contexts in which they communicate, and how language reflects and reinforces cultural norms.

Whether you're an aspiring researcher or simply curious about how museums connect with their audiences, this conversation has something for everyone!