How can you be sure that, when you build it, they will come — and be engaged?
One of our museum clients is planning a new, multi-million dollar education space. We interviewed potential users of the new facility and showed them metaphorical images to get them talking about their interests, expectations, and ideals for the experience. What we learned has helped shape the planning team's priorities and vision for the project, and will also guide fundraising, naming, and marketing. Exploratory research at the start of a project helps the whole organization, because it gets to the heart of the matter.



