In 2011, Campbell Rinker conducted a multi-phase study for a prestigious Eastern art museum which was moving its historic location amid considerable local controversy. The qualitative, quantitative, and conjoint data provided very specific direction to the institution in terms of messaging to counteract public mistrust, communications strategy surrounding the move, and tactics for developing new membership levels to deliver increased new member joins, membership revenue, participation, and renewal. The client met the targets Campbell Rinker predicted for doubling its membership and acquired new members at a record pace. It also delivered income as predicted by Campbell Rinker models developed from the survey and conjoint data. Even more encouraging, members acquired using the new structure are renewing at a higher level. Methodology: Focus Groups, Online Survey, Conjoint Testing, Modeling
