How do you know who is coming through your front door? Up to a million people visit the Art Gallery of Ontario every year, and while the AGO aims to reach a wide audience, they need to know who is visiting to know if those targets are being met. Data collected through three years of visitor surveys and analyzed for the first time this summer as part of a collaboration between the AGO and the Data Sciences Institute offered a new opportunity for insight into visitor behaviour and experience.
Collaborations like this are key to DSI’s mission to accelerate the impact of data sciences and AI across disciplines to address pressing societal questions and drive positive social change. This project brought together undergraduate student Daniel Sun, faculty supervisor Jesse Gronsbell (Department of Statistical Sciences, Faculty of Arts & Science, University of Toronto) and the Visitor Experience and Development teams at the AGO, including Camellia Kazi, Assistant Manager, Visitor Experience Operations and Systems and Heman Lo, Senior Director, Visitor Experience and Commercial Enterprises.
The summer undergraduate data science experience (SUDS) enables undergraduate students who are interested in exploring data science and AI as a career path to engage in hands-on research led by U of T faculty and scientists from external funding partners. Now in its fifth summer, SUDS has supported more than two hundred research projects. Each project is led by a faculty supervisor, enabling more than three hundred undergraduate students to gain research experience in data science and AI.
The project with the AGO involved applying data science methods and developing analytical tools to analyze over 10,000 survey responses to questions around visitor identity. A visitor profile dashboard now provides AGO staff with interpretable statistics and visualizations. They can now see at a glance, for example, that satisfaction with the AGO increases with age, autumn is the highest performing season, and overall visitor satisfaction is very consistent over time.
Further analysis offered a chance to check the visitor profiles created by the AGO to target who they are hoping to reach, against clusters in the survey response data to questions about visitors’ identities. These clusters form meaningful and data-driven visitor profiles based on groups with similar features. Overlap between the personas and clusters suggests that the AGO’s intended audiences align with the audiences represented in the survey data.
For SUDS Scholar Daniel Sun, this was a very exciting opportunity to put into practice everything he’s learned about data science. “A lot of the data I work with in classes are numerical, but all the data I worked with at the AGO was categorical, so I really got to learn new methodologies. I also learned how to communicate data science and statistics to people who want to hear it in less technical terms .”
By analyzing this data, the project identified patterns in visitor behavior and barriers to engagement. Actionable insights like this help to support data-informed strategies for audience development and inclusive visitor experiences. By enabling the AGO to better understand how diverse audiences interact with exhibitions and programs, the project is contributing to improving accessibility, outreach, and cultural participation across communities.
This is an example of the kinds of projects that will be supported by the new Data Science & AI for Social Good stream.
Professor Jesse Gronsbell (Department of Statistical Sciences, Faculty of Arts & Science, University of Toronto) says, “SUDS is a wonderful chance for students to learn from, and work with, practitioners in different settings who bring their own data puzzles and needs.”
Camellia Kazi, Assistant Manager, Visitor Experience Operations and Systems or Heman Lo, Senior Director, Visitor Experience and Commercial Enterprises, says “Not everyone thinks of data when they think of art galleries, but this project brought many valuable insights. We were very glad to collaborate with the Data Sciences Institute on this summer project.”







