Global Warming’s Six Americas: A Science Museum of Minnesota Audience Segmentation Analysis

Using an instrument developed by the Yale Project on Climate Change and the George Mason University Center for Climate Change Communication, The Science Museum of Minnesota conducted a survey of their visitors to learn about their visitors' attitudes toward global warming. Based on the results of this survey, Science Museum of Minnesota visitors were statistically indistinguishable from the general public with regards to their attitudes toward global warming. By using this national study, we were able to interpret our visitors' knowledge and attitudes with respect to national trends and make stronger arguments about museum visitors' need for more learning opportunities about global warming.