Understanding audiences through insight—whether it’s visitor research, brand assessment, or donor soundings—is key to driving change and action within an organization. This session will illuminate the topic of market insight from three distinct, but interrelated, perspectives: from the point of view of a researcher and communications expert, a marketing and communications professional, and an exhibitions and programs specialist. Starting with an overview about new trends in opinion research such as understanding non-conscious drivers and connecting to deepseated values, this session will also include discussions offering a comprehensive look at using market research to support institutional initiatives. Participants will be challenged to think beyond conventional visitor research and how insight can reveal alignment with core needs around status and affiliation.

Presenters: P. Bautista, Indianapolis Museum of Art, Indianapolis, Indiana;
J. GoodSmith, The Morton Arboretum, Lisle, Illinois; G. Trayner, Greenberg
Quinlan Rosner Research, New York, New York