Amanda Krantz

Director of Research & Practice


Amanda enjoys working closely with RK&A’s clients to help them provide outstanding visitor experiences.  She has always been drawn to a miscellany of experiences—studying art history, languages, and mathematics as an undergrad and employing different methodological strategies in her evaluation work.  She is energized by the variety of her work with RK&A, which she joined over a decade ago.  Amanda has a M.S. in Art Education from Penn State University.  Her masters research explored the effects of security guards on visitor experience, inspired by her time guarding galleries at The Peggy Guggenheim Collection and desire for all people to have enjoyable museum experiences.  She has previously served on the board of the Committee on Audience Research and Evaluation (CARE) and currently co-leads a virtual book club for the Visitor Studies Association (VSA) professional development working group.  In her personal time, Amanda enjoys being a parent, the therapeutic nature of gardening, and living in a small town in the Poconos.

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. 


“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.