Understanding Current and Potential Visitors to Morris Arboretum
Client: Morris Arboretum of the University of Pennsylvania | Location: Philadelphia, PA
We led a mixed-methods study to help the Morris Arboretum make audience-centered decisions as they embark on brand revitalization and other future planning.
OVERVIEW
In 2021, the Morris Arboretum of the University of Pennsylvania approached us to lead a comprehensive study to help them better understand and learn from their audiences, both current and potential. The results would provide strategic context and direction for the Arboretum’s future, influencing master planning, brand revitalization, and DEAI efforts.
APPROACH
We designed a multi-method study to provide a holistic understanding of the Arboretum’s current and potential audiences. Data collection efforts happening over the course of nearly a year and involved:
A seasonal onsite survey of walk-in visitors to the Arboretum that explored current visitors’ demographics, motivations, values, and accessibility needs
Remote focus groups with Philadelphia-area residents current and potential visitors, representing a range of backgrounds, needs, and prior experiences with Morris Arboretum, to compliment the survey results
We regularly updated Morris Arboretum on the emerging trends as results came in. We also triangulated the data to report high-level trends and patterns across methods and led workshops with Arboretum staff to strategize on making the insights actionable.
CLIENT TAKEAWAYS
Both the onsite survey and the focus groups revealed many insights that will help Morris Arboretum make data-driven and audience-centric decisions in the short term—insights that will help the Arboretum leverage its strengths and grow to better meet its community needs.
To ensure the Arboretum builds the baseline set by our study, we also provided a revised survey so the Arboretum can continue learning from their audiences and measure its performance and growth over time.
