Case Study: New York Based Museum Uses Surveys to Increase Membership

Wondering how market research can help organizations, business, and nonprofits improve? It gives businesses the tools to create fact-based strategies and next steps.

In turn, this provides B2B and B2C organizations to enhance their return-on-investment (ROI) for new campaigns, strategies, events, initiatives, and more.

Market research can be customized and tailored for any organization, based on the objectives and specifications of the project. Take our recent market and visitor survey project for a science museum in New York.

This case study will outline the objectives, approach, and outcomes set forth by our market research firm.  

Wondering where to get a market research proposal for a project like this? Learn how to get started with market research.

museum uses surveys to increase membership with drive research

Market research surveys give businesses the tools to create fact-based strategies and next steps. Learn how a New York-based museum used market and visitor data to increase membership.​


A science museum in New York partnered with Drive Research to implement a market research study. The goal of the museum market research project was to better understand the museum's position in the marketplace and how exhibit and program content resonated with key audiences.

The project addressed marketing goals, audience segments, and helped fuel major upcoming opportunities with strategies based on facts and evidence.


To address the objectives for the museum, Drive Research recommended the following market research approach. This included a (1) brand equity survey with the general public and (2) visitor, member, and donor survey among the museum's database of contacts.

All general public respondents were within the designated market area (DMA), which included specific counties in New York. The survey was blinded, which meant respondents did not know it was sponsored by the museum when starting the survey.

The brand equity survey took an average of 10 minutes to complete and included 21 questions. The survey received 470 responses. Fieldwork for the survey began on September 12 and lasted until September 19, 2019.

The visitor, member, and donor survey was branded as the museum and sent to contacts who were part of it's database. The survey took users an average of 15 minutes to complete and included 32 questions. The survey received 1,436 responses. Fieldwork for this survey began on September 12 and lasted until September 29, 2019.


The detailed findings from both surveys outlined in a market research report remains confidential with the New York museum. 

The science museum survey research report included a background and methodology, key findings, unique personas for each target audience, an infographic, recommendations and action items, and next steps for market research.

The report also included an appendix. This featured a detailed question-by-question breakdown of both surveys and final copies of the survey documents.

The market research answered the following research objectives:

  1. What is the awareness of the museum?

  2. What is the perception of the museum? 

  3. Where would respondents go if they had a free day?

  4. What is the usage of the museum?

  5. How likely are visitors, members, and donors to recommend the museum?

  6. What are the top sources of awareness for the museum?

  7. Who is the ideal audience to visit the museum?

  8. What changes do respondents want to see made at the museum?

  9. What are thoughts on memberships to the museum?

  10. What are thoughts on donating to the museum?

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