With 2019 well underway, we wanted to take moment to share fun and interesting findings from recent work. This case study highlights W5’s role in assisting a children’s museum in understanding museum visitation drivers to develop resonant messaging.
A long-standing children’s museum focused on learning opportunities through play partnered with W5 to understand visitation drivers and museum perceptions. These strategic insights would guide relevant messaging to increase museum visitation and membership.
W5 conducted a quantitative survey with statistically reliable and representative samples of museum members, non-members, and area educators to understand reasons for visitation, perceptions of the museum, and attitudes around “education” and “fun” in visitation decisions. To connect with and engage these different audiences, W5 invited member and visitor contacts from lists provided by the clients and sampled area residents through online panels.
The research confirmed the importance of combining “education” and “fun” to provide a full, positive children’s museum experience. The client and its agency gained insights on member, non-member, and teacher perceptions around the brand and potential triggers to consider visiting. Additionally, the client and its agency gained strategic direction for relevant and resonant messaging to build brand affinity and visitation/membership consideration.