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Each Playbook in the series includes detailed findings and actionable strategies leveraging our research into the hidden motivations that predict repeat visitation, membership uptake, member retention, and donations.

Tapping into a robust data set on the motivations and behaviors of nearly three million people coupled with insights from consumer psychology, cultural anthropology, and ethnography, our Predictive Motivations use proprietary algorithms and a unique methodology to identify the rational and emotional motivations that drive visitation, increase intentions to join, boost member retention rates, and grow donations.

Our first Playbook "Growing Membership and Revenue with the Science of Emotional Connection” will be released in October 2026. This Playbook reveals the precise set of motivations that have the greatest predictive strength to grow membership at art museums. With detailed strategies, tools, and a sample messaging library, this Playbook will show you how to foster emotional connection to build deeper audience engagement and increase membership revenues.

Not an art museum? We’ve got you covered! Our future Playbooks will feature tailored findings for history museums, botanical gardens, science centers, zoos, and aquaria.