Working with ethnological perspectives and ethnographic methods of participant observation and qualitative interviews, the objective of this project is to analyze the manner in which representations of cultural heritage in museums are affected by market forces (including demands that museums present to their stakeholders ever better quantified results in their annual reports) as well as the cultural context in which museums work today. Central questions which this project will investigate are: How are cultural economic pressures met and perceived by museums? How do market forces and the demands placed by stakeholders to draw in larger audiences, affect how heritage museums perceive the framework of their activities and thereby how they choose to produce new exhibitions? When numbers “count”, and demands to attract large publics are ever increasing, whose heritage counts most in practice, and how do the pressures to quantitatively account for production affect the choices museums make to produce exhibitions. How do the demands to quantitatively account (to actors such as the Swedish Agency for Cultural Policy Analysis/Myndigheten för kulturanalys) for a museum’s output and production affect its way of measuring its practice and activities as well as its manner of viewing and understanding itself and its activities? Might these demands have an impact on how museums target their potential audiences, choose partners for collaboration, or strive to involve local communities?