Carola Korhummel

Carola Korhummel is a University Assistant and Pre-Doctoral Researcher at the Laboratory for Empirical Image Studies (CReA) within the Institute of Art History, Faculty of Historical and Cultural Studies at the University of Vienna. Her work bridges museology, consumer culture studies, and digital humanities through empirical research methodologies.

Her academic background includes:

• BA in Literature, Art and Media Studies from University of Konstanz and Boğaziçi University (2011-2015)
• MA in Art History and Museology (double degree) from University of Heidelberg and École du Louvre (2015-2018), awarded the semester prize for her thesis 'Lidl is worth it. Museological considerations on the aesthetics of the supermarket'

Dr. Korhummel's research investigates the emotional and commercial dimensions of contemporary art museums using eye-tracking and spatial analysis. She examines how exhibition design transforms visitor experiences into marketable commodities, with particular focus on the tension between high art and consumer aesthetics. Her methodological innovation lies in applying empirical social science tools to traditional art historical questions, revealing measurable patterns in audience engagement.

Recent publications demonstrate a clear trajectory toward data-driven museology, with her 2024 eye-tracking blog and 2025 exhibition analysis chapter establishing empirical visitor studies as critical to understanding 21st-century museum practices. These works collectively emphasize the necessity of quantitative methods in analyzing aesthetic experiences previously considered subjective.

Her notable recognition includes:

• Semester prize of the Institute for European Art History

As a pre-doctoral researcher, Dr. Korhummel actively contributes to teaching and lab development while advancing her dissertation. She participates in grant-funded projects like the Getty Summer Institute collaborations but does not currently hold independent research grants. Her supervision focuses on undergraduate research within the Laboratory for Empirical Image Studies.

The Laboratory for Empirical Image Studies (CReA) serves as her primary research base, conducting interdisciplinary projects that merge art historical scholarship with digital tools. Current initiatives include mobile eye-tracking experiments across Viennese museums and spatial mapping of visitor pathways, positioning CReA at the forefront of empirical approaches to visual culture studies.