We have access to data, folks! In fact, we have access to a lot of it – and we want to use it to help your organization better understand audience perceptions, expectations, and behaviors.

IMPACTS VSO, the visitor-serving arm of IMPACTS Research & Development, utilizes market research and behavioral economics to lend insight into what motivates behavior and how the public perceives cultural organizations such as museums, zoos, aquariums, botanic gardens, historic sites, and performing arts entities.

With this data, we can help your organization get to the heart of understanding audiences. Here are some examples of the kind of information that we can provide:

  • Why past members to cultural organizations in Dallas decided not to renew their memberships
  • The top barriers to visitation for millennials to science museums
  • How much more likely people in Pittsburgh are to visit an art museum than the average American
  • The rate at which zoos are losing visitors and who they need to attract to replace them
  • Why annual donors in San Francisco discontinue giving to cultural entities
  • The best thing about a visit to a botanic garden
  • The most effective ways to increase visitor satisfaction onsite for historic sites
  • Why people with interest in orchestras do not actually attend

And much, much more…

Our goal in sharing this data is to make market research accessible to visitor-serving organizations at more affordable rates than may otherwise be possible.


In addition to this website, we share data in two ways:

(1) Speaking engagements

I enjoy conducting data-driven keynotes, lectures, and presentations that shine a light on critical trends facing cultural organizations. I conduct keynotes on a variety of topics from overcoming cognitive biases in becoming a data-driven organization, to how to motivate inactive visitors to come through an organization’s doors.


(2) Interactive workshops

My colleague and I conduct half day, full day, and board leadership workshops that use data to tackle the most pressing issues and opportunities facing cultural organizations. We work closely with our partners to bring data and analysis that they will find most helpful, and to create workshops that educate and inspire the folks who educate and inspire the masses. (That’s you!)