We’re advancing arts and cultural organizations through the science of emotional connection.
Tap into the power of predictive intelligence, developed exclusively for museums, botanic gardens, science centers, historic sites, zoos, and aquaria.
Developed and field-tested for more than 15 years, our unique research approach identifies, categorizes, and validates substantially all human motivations that predict visitor, member, and donor behaviors.
Reflecting representative data from across the U.S. and paired with proprietary algorithms that consider billions of data points and combinations of motivations (both rational and emotional), our research identifies the precise set of motivations that yield the greatest predictive strength (highest probability) to drive visitor, member, and donor behavior.
Emotional connection represents the next frontier of market and audience research.
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The Science of Emotional Connection
When your audiences are emotionally connected, your organization becomes integral to their identity and lifestyle. Our research shows that when visitors, members, and donors link your brand to key motivations, you help them fulfill their deepest, often unconscious, desires. These key motivations are what we call Predictive Motivations® and they hold the key to unlocking higher visitor and member lifetime value, stronger advocacy, and greater audience loyalty. Learn more about our methodology >>
Delivering invaluable clarity on the true motivations and aspirations that drive visitor, member, and donor behavior.
We apply an evidence-based methodology grounded in the science of emotional connection to reveal the specific motivations that matter, helping museums and cultural organizations to better understand their audiences on a newfound level, enabling them to build deeper, more valuable relationships with visitors, members, and donors.
Our research demonstrates that if a museum consistently delivers not just on functionality, but on deeper emotional cues, audiences will move along a predictable pathway as they transition from (1) failing to connect, (2) to being highly satisfied, (3) to becoming emotionally connected. This transformation is critical because emotionally connected audiences not only spend more with the museum over their lifetime, but they also become enthusiastic advocates, recommending the museum to others and generating positive word-of-mouth.
The following chart shows the path museums can follow to build the most valuable relationships with visitors, members, and donors.
