Examples by what we do:
Planning & Strategy
Research & Evaluation
Workshops & Training
Heritage Fund Projects
Examples by sector:
Museums and heritage
Zoos and aquariums
Outdoor and nature reserves
Indiana State Museum - an Awareness and Perception Study
Assessing Brand Awareness and Perception as part of ISM's Strategic PlanningIn a Nutshell
The Indiana State Museum is a world-class institution bringing art, science and culture to its visitors with an exciting array of exhibitions in its central museum building and in 12 Historic Sites that are dotted around the state. A Different View helped ISM in their strategic planning process to explore the awareness and perceptions of their brand by conducting a study that surveyed over a thousand visitors and non-visitors. We were able to give the team at ISM clear and specific answers to questions of how the museum compares with local competitors, how aware visitors and non-visitors are of ISM’s features and how its brand is perceived from the outside.
A Bit about Indiana State Museum
Located in the heart of Indianapolis, the Indiana State Museum’s three floors comprise galleries exploring art, science and culture and Indiana’s rich history. Whether you are a visitor to the state or a life-long Hoosier (ok, we didn’t know either! A Hoosier is a resident of Indiana), this world-class institution delights and educates by tracing Hoosier history into the 21st century, with an eclectic and ever-changing program. In addition, there are 12 Historic Sites scattered around the state providing an enhanced experience beyond the main museum building.
How we got involved
During the strategic planning process, ISM recognized it needed to test their brand before making any important strategic decisions. So A Different View got involved when we were commissioned to conduct an awareness and perception study of their attraction to reveal how their brand was appearing to visitors and non-visitors. We specifically focused on:
• Discovering the awareness of ISM in comparison to other Indianapolis cultural forums
• The sources of awareness and perceptions amongst visitors and aware non-visitors
• Awareness of ISM’s value for money
• Identifying any “brand gap” between ISM’s desired brand and the current brand
We were able to give ISM extensive results and implications from the study that included feedback on many aspects of the museum’s offer, like drivers and barriers to visitation, the likelihood of programming prompting or enhancing a visit, visitors’ willingness to pay at various price points and many other factors. Perhaps most importantly, we delivered ISM a view of the effectiveness of their current brand by testing visitors’ associations with the brand and its perceived personality. This all helped inform the strategic planning process.