Amanda Krantz, Managing Director


Amanda is an evaluator interested in conducting reliable studies that help museums welcome and support all learners. She joined RK&A after completing a Master of Science in Art Education from The Pennsylvania State University, where her thesis research explored the effects of security guards on art museum visitors.  Amanda enjoys working in multiple methodologies and is adept at both qualitative and quantitative analysis, and has a decade of experience evaluating with RK&A.

Amanda Krantz

Published Works, Select Articles By Amanda Krantz

“Know thy Sports Fan: Lessons from Audience Research.”
In Stark, Douglas & Harris, Kathy, Interpreting Sports at Museums and Historic Sites. Lanham, MD: Rowman & Littlefield (in press).
By Amanda Krantz (co-author Dean Krimmel)

Without visitors, museums and historic sites would cease to exist. Thus, to sustain our institutions, we must improve our understanding of visitors, which we often do through audience research. But, undertaking an audience research project can be easier said than done. Using an audience research project for the Sports Legends Museum at Camden Yards as a case study, Krantz and Krimmel describe the motivations driving the project and approach to audience research, including a discussion of the findings and implications for the museum. 

“Using Critical Appraisal to Inform Program Improvement.”
Journal of Museum Education, 2017.
By Cathy Sigmond, Amanda Krantz and Theresa Esterlund

This article describes critical appraisal, a method applied by RK&A to help a museum’s education department make data-driven decisions about programming. It discusses the benefits and challenges of this method from the perspective of both the educator and evaluator to highlight its potential utilization for other museum educators.


“Rethinking Museum Visitors: Using K-means Cluster Analysis to Explore a Museum’s Audience.” 
Curator: The Museum Journal, 2009.
By Randi Korn, Amanda Krantz, and Margaret Menninger

This article describes how the statistical procedure K-means cluster analysis can be used to deconstruct the complex nature of museum visitors. 

Full Article


“The Parental Role in Children’s Museums: Perceptions, Attitudes, and Behaviors.”
Museums & Social Issues, 2010.
By Stephanie Downey, Amanda Krantz, and Emily Skidmore

This article presents the results of audience research at a children’s museum in Philadelphia.  The research focuses on understanding the parental role in a children’s museum experience.  In particular, it identifies and explains three barriers to full parental participation. 

Full Article