Data Approach

High-confidence insights from unique research methodologies. 


Portion of the U.S. population that has visited any kind of cultural organization in the last three years

Average number of months between visits to cultural organizations


Percentage of Americans who believe museums are trustworthy

the difference

Proprietary research with expert analysis

IMPACTS Experience provides market research – focusing not only on audience research and those who currently attend cultural organizations, but also the attitudes and behaviors of those persons who currently are not active participants in the culture economy. Moving beyond traditional audience research to better understand the people who do not attend is critical to motivating constituent engagement.

The high-confidence predictive technologies and data development methodologies innovated by IMPACTS go far beyond traditional surveys. We are continuously in-market collecting information concerning audience perceptions, behaviors, and motivations that lend prescient insight into an organization’s future market potential. At our core, IMPACTS is a technology company that applies innovation to behavioral economics to serve cultural visitor-serving organizations like museums, zoos, aquariums, botanical gardens, and performing arts organizations. 


High-Confidence Market Research
We are data people – and we only share high-confidence, actionable intelligence.
Robust Inputs
Instead of limiting (or, worse yet, risk framing) responses based on the design of a survey, our data collection technologies support “plainspeak,” open-ended responses that invite more comprehensive feedback from the market.
Representative Data
Our research is representative of the total audience opportunity – we quantify the attitudes, perceptions, and behaviors of current visitors and non-visitors alike, and, in the process, lend voice to traditionally underserved populations.
Predictive Technologies
Our technological innovations enable advanced modeling processes that help translate data into predictive, actionable intelligence including attendance projections, concept evaluation, and other evaluative processes.

Where does the data come from?

IMPACTS Experience conducts numerous studies to identify and inform emerging trends and behaviors concerning cultural organizations.

Select nonproprietary data that we are generally able to share with partners derive largely from three sources:

The National Awareness, Attitudes, and Usage Study

At over 355,000 survey respondents and counting, the National Awareness, Attitudes, and Usage Study (NAAU) is believed to be the largest ongoing study of perceptions and behaviors related to visitor-serving organizations in the United States. Originally funded by IMPACTS, The David and Lucille Packard Foundation, and Monterey Bay Aquarium, funders also include Google, the U.S. Department of State, and Stanford University, among others. Learn more about the NAAU. 


Institutional monitoring of 224 organizations

IMPACTS monitors aspects of operations and attendant audience behaviors and perceptions related to 224 visitor-serving organizations in the United States. These organizations include museums, zoos, aquariums, botanic gardens, symphonies, and other performing arts entities. Monitoring these organizations – combined with data from the NAAU – allows us to observe trends in how people perceive both specific organizations and the overall sector.

Partner organizations

IMPACTS also works with a select group of partner organizations with whom we collect specific data and intelligence. These partners support our deepest dives into data that may impact cultural institutions at large. Often, these partners allow us to share anonymized case studies to spark discussions in workshops and webinars while showing real-world examples for comparative context.

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