The potential public for the Museum of Life Fiocruz: Cultural practices and leisure habits within its zone of influence

The study aimed to know more about the potential public, its cultural practices, leisure habits, and interest in science and technology. The methodology was quantitative and consisted of analyzing questionnaires that were self-administered in a stratified sample, previously defined and randomly recruited in the museum’s zone of influence. The results revealed that the potential public of the Museum of Life Fiocruz, defined here as those who lived in its zone of influence but have never visited it, mostly have an educational level reaching high school, a family income of up to three times the minimum salary, and moderate interest in science and technology. They present low consumption of culture and do not value museums and libraries as leisure options. Their habits involve casual leisure activities that do not add costs to their budget, such as activities developed in the domestic environment. The renovation of the museum’s image – turning it from a hierarchical and elitist institution into one that presents diversified offers – can help in the process of attracting these people. This, however, needs to be allied with an effective policy for communication with the public: visitors and non-visitors.