Impacts Research and the Monterey Bay Aquarium are working together on 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. In a survey of some three dozen visitor-serving institutions, most leaders of these organizations acknowledge the value of and the need for market research, but they usually don’t conduct it or use it due to cost constraints and lack of expertise.


  • Market Trends
  • Pricing Studies
  • Messaging Testing
  • Concept Testing

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