The Visitor Studies Association (VSA) is developing a framework for guidance and growth of visitor studies professionals, outlining the skills, knowledge, and dispositions needed to advance the field. In particular, we’re focused on how the profession can support diversity, equity, access, inclusion, justice, and belonging in informal learning institutions and in our communities more broadly.
In 2023, VSA was awarded a National Leadership Grant from the Institute of Museum and Library Services (IMLS) to update and revise our 2008 Evaluator Competencies Framework. This effort, REDEFINE Visitor Studies—or Reimaging Evaluation for Diversity and Equity to Foster Inclusive Environments—has multiple goals:
- Rethink what it means to do visitor studies in today’s contexts.
- Better equip visitor studies professionals with the skills, knowledge, and dispositions needed to advance the field in relevant ways.
- Provide broader access to entering the visitor studies field, particularly for those who have been and continue to be underrepresented in museum professions.
This new framework is the result of a long-time effort, building on many years of dialogue and conversation within, and beyond, VSA. And many of you have assuredly been a part of that work!
Our Work To-Date
So far, we have facilitated working groups, held listening sessions, and provided feedback opportunities with a diverse range of visitor studies, evaluation, and informal learning researchers and practitioners. A snapshot of these efforts are below:
Taking Stock of the Field
A significant product released in Fall 2025 is “Redefining Visitor Studies for a Changing World Visitor Studies,” a special issue of Visitor Studies (Volume 28, Issue 1). This issue captures reflections on the state of the visitor studies field today, as well as ideas for how it might evolve based on new learnings, understandings and contexts—and ultimately imagine new directions for the field.
Did you know? VSA members can access the Visitor Studies journal (including the REDEFINE special issue) via their member dashboards.
What’s Next?
We’re almost there! You can connect with current REDEFINE working group members and engage in dialogue around the new framework during the 2026 VSA Annual Conference (July 21-23 in Kansas City, MO). If you aren’t able to join us at the conference, watch for ongoing opportunities to provide feedback about the new framework.
The Guidance for Growth in Visitor Studies Framework will be released Fall 2026. We hope this resource will help you grow your skills in visitor studies, advocate for visitor studies, and connect with other professionals.
Please send thoughts, questions, or inquiries to This email address is being protected from spambots. You need JavaScript enabled to view it.
This project was made possible in part by the Institute of Museum and Library Services (MG-253082-OMS-23)