IMPACTS Research and the Monterey Bay Aquarium have undergone a massive survey of the United States public designed to help museums, zoos, aquariums, botanic gardens, and performing arts groups better understand their audiences and make informed business decisions involving critical issues like strategic planning, pricing, expansion, and visitor satisfaction. The survey will be the initial phase in a longer-term project to provide ongoing tracking data, affordable market research for individual institutions, and expert data analysis and interpretation.

The overarching objective of this project is to provide visitor-serving organizations with the types of market intelligence they will need in order to survive and thrive in a challenging economic environment. The survey will provide visitor-serving organizations with insight into the following projects and operations:

  • Market Trends
  • Pricing Studies
  • Message Testing
  • Concept Testing

The study itself is believed to be the largest, most comprehensive and inclusive scope of research concerning VSOs theretofore conducted in the United States. The NAAU is drawn from a sample size of 52,000 individuals, and the data can be cut in several different ways to provide very specific location and demographic information. Click here to see some interesting facts from the survey.

Please click here to learn more about the methodology of the study.