Abstract
The aim of this text is to contribute to the general knowledge of museum audiences in Portugal and, specifically, of the Almeida Moreira Museum, in Viseu. As a way of framing the object of study, an initial approach focused on the conceptualization of audiences and audience studies was chosen. The method of information collection adopted was the survey by questionnaire and interview, making it possible to characterize the Almeida Moreira Museum audience as to their sociodemographic profiles and understand the context of the visit, above all, in terms of their motivations. The data collected showed that Almeida Moreira Museum's audiences are predominantly female, young, with high educational qualifications and with an interest in cultural practices. As for their motivations, the visit stands out as a regular means of learning and discovery, escapism, and social interaction with friends and /or family. Above all, visitors are looking for educational, social, and pleasurable experiences
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