Who we are
We believe in a world where cultural organizations inspire, connect, and thrive through a deep understanding of the people they serve.
To achieve this vision, we equip cultural organizations with the insight, strategy, and tools they need to understand their audiences, align their teams, and drive measurable, sustainable growth.
Our team
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Rosie Siemer
MANAGING DIRECTOR
Rosie Siemer is the founder and Managing Director of Radiance Insights, where she shapes the strategic vision for how cultural organizations engage audiences, grow membership, and drive sustainable revenue. A trusted partner to senior leaders, Rosie has collaborated with dozens of world-renowned institutions, including Louvre Abu Dhabi, The Museum of Modern Art, the Museum of Science Boston, Winterthur, and the Smithsonian’s National Zoo, to transform complex, high-stakes challenges into clear, data-driven opportunities.
A leading voice on audience strategy and membership, Rosie is the author of Museum Membership Innovation, co-author of Membership Marketing in the Digital Age, and a contributor to Financial Management in Museums. Her work focuses on decoding audience motivations, optimizing pricing strategies, and championing the future of cultural participation.
When she isn’t exploring a new museum, you can find her listening to a podcast or watching sci-fi movies.
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Sarah Owens
SENIOR CONSULTANT
Sarah Owens is a membership and marketing operator who turns strategy into execution. With 20+ years of experience, she has led campaigns and programs for organizations including the Fine Arts Museums of San Francisco, California Academy of Sciences, Cirque du Soleil, and the San Francisco Ballet.
She brings deep expertise in lifecycle marketing, CRM systems, and communications – designing and delivering the day-to-day work that drives acquisition, retention, and revenue. At the Exploratorium, she led membership and launched the successful After Dark Membership program while supporting a major Salesforce implementation.
Based in Chicago, Illinois, Sarah spends her time exploring the city with her husband and catering to the whims of her two cats.
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Alexa Magladry
SENIOR CONSULTANT
Alexa Magladry is a strategist who helps cultural organizations make better decisions about their audiences. She specializes in translating research and data into clear, confident action – aligning teams around what matters most and how to move forward.
Her background spans research, marketing, visitor experience, and membership across the US, Australia, and Europe. She works closely with senior leaders to shape audience and growth strategies that increase visitation, deepen engagement, and build long-term value.
Alexa was named to the Blooloop 50 as a museum influencer. In her free time, she’s usually in Central Park or testing a new baking recipe.
Our partners
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Motista
Our partner in bringing Predictive Motivations to cultural organizations, Motista’s work in predictive intelligence has been used in Harvard Business School courses and featured in prestigious publications such as Harvard Business Review and Think with Google.
Working with experts in psychology, cultural anthropology, and ethnography along with an extensive literature review of anthropological and social science research, Motista pioneered the application of predictive emotional connection intelligence, including mapping more than 300 emotional motivators that comprise the Genome of Human Motivations®.
Developed and used in market since 2007, the Genome identifies, categorizes, and validates all motivations that can drive consumer and philanthropic behaviors. The Genome is informed by big data aggregation of substantially all known research into human motivations. Utilizing proprietary data and machine learning analytics (a subset of artificial intelligence) to develop advanced modeling, we determine the precise motivations within the Genome that predict audience behaviors, including how an individual connects or relates such motivations to the museum’s brand.
Radiance Insights and Motista work together to illuminate new pathways for cultural organizations to build more meaningful relationships with their visitors, members, and donors.
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Kyle Bowen, Museums as Progress (MaP)
Kyle Bowen is the founder of Museums as Progress (MaP). He helps cultural organizations redefine their strategic purpose and support community goals through innovative progress-space research.
With expertise in user experience and research methodologies, Kyle cultivates a vibrant community of practice for museum professionals. His approach shifts museums from product-centric to people-centric strategies, increasing their relevance and impact. Through MaP, Kyle fosters a collaborative network that drives positive change in the cultural sector.
Kyle earned his MFA from Boston University and a BFA from The School of The Art Institute Of Chicago. He holds numerous certificates, including UX Master from the Nielsen Norman Group and an Advanced Training Certificate from Indi Young.
Radiance Insights works closely with Kyle to deliver actionable strategies to build deeper relationships with visitors, members, and donors.
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Corona Insights
Our trusted partner of more than two decades and a true extension of our team, Corona Insights provides market research and evaluation for mission-driven organizations.
Our long-standing partnership with the Corona Insights team is because they share our goal to provide exceptional service at all stages of a project and adhere to research and evaluation practices that are ethical, equitable, and rigorous.
In collaboration with Corona Insights, we foster a culture of continuous improvement and bring our A-game every time, ensuring every project meets the current context, leverages previous learning, and prepares our clients to forge confidently into the future.
With expertise in pricing studies, statistical analysis and modeling, multi-lingual research, econometrics, data analyses, and qualitative research, the Corona Insights team provides depth and expertise.
Working closely together, the Radiance Insights and Corona Insights teams bring methodologically sound, insightful, and defensible research that informs, optimizes, and evaluates brands, campaigns, programs, and experiences.
Our history
A Seed of Innovation: The Story of FIVESEED
Science that sparks curiosity, history that contextualizes our world, and art that broadens human perspective—these are the pillars that drove Rosie Siemer to dedicate her life’s work to the cultural sector. A self-proclaimed "museum geek" who has explored more than a hundred institutions worldwide, Rosie recognized a critical turning point for cultural organizations. While the world was rapidly digitizing and consumer behaviors were shifting, traditional museum membership and engagement models remained static.
Determined to bridge this gap, Rosie founded FIVESEED in 2009 to help arts, cultural, and conservation organizations build deeper connections with their communities while securing long-term financial sustainability.
Illuminating the Future: Introducing Radiance Insights
Driven by an ongoing passion for advancing the cultural sector, our company reached an exciting new milestone in 2025. To better reflect our robust capabilities and vision for the future, FIVESEED officially rebranded to Radiance Insights. This transformation marks the beginning of an inspiring new chapter focused on elevating how cultural organizations harness data to thrive in a rapidly changing world.
For our museum clients, this evolution means access to better data delivered faster and paired with enhanced strategy support. We have intentionally expanded our team, bringing together a brilliant team of specialized researchers, data scientists, and industry innovators. This growth allows us to serve our clients with greater depth, agility, and personalized attention than ever before.
By optimizing our research methodologies and expanding our audience development services, Radiance Insights is empowering museum leaders with swift, actionable, and data-backed intelligence enabling you to make critical decisions with absolute confidence, adapt to shifting audience behaviors in real time, and unlock sustainable new revenue streams.