Customer studies as a tool of museum administration: the case of Picasso's Museum in Barcelona

Abstract

The visitor studies, something very unusual among Spanish cultural institutions, have a great importance on the museum management because knowing the profiles and motivations of visitors, the "non-public", etc., allows the managers to define objectives and future strategies. In order to know the influence of the public research in the subsequent management of the museum, the present article intents to analyze the results and the management effects that had in the public research carried out between 2015 and 2016 in Picasso Museum in Barcelona, the third most visited museum in Barcelona and the fifth of Catalonia.