Your Membership Strategy Partner

We are data-driven consultants specializing in Audience Development and Membership Strategy for Museums and Cultural Organizations.

As a research and strategy partner, we help museums uncover answers to their most important questions, provide insights to guide decision-making, and deliver proven strategies that create rich, meaningful audience engagement.


  • Research & Data Analysis

    Membership conjoint analysis

    Membership cost-benefit analysis

    Membership pricing research

    Member persona development

    At-risk member identification

    Predictive analytics and modeling

    Membership concept and messaging testing

    Customer journey mapping

    Data enrichment, including demographic and email append

  • Strategy, Consulting & Training

    Membership program assessment

    Grand opening membership strategy

    On-demand membership planning

    New membership program design

    Membership service design

    Membership management coaching

    Customized membership training

    On-site membership sales audit and training

    Membership program benchmarking

  • Membership Marketing

    Membership marketing strategy

    New member onboarding strategy

    Membership communications planning

    Marketing automation planning

    On-site membership sales management

Museum Membership Innovation: Unlocking Ideas for Audience Engagement and Sustainable Revenue

Drawing from a wide range of research spanning the disciplines of behavioral economics, philanthropy, and social psychology, Museum Membership Innovation explores the trends shaping the future of cultural organizations and offers innovative strategies designed to help them survive—and thrive—in today’s rapidly changing marketplace.

Getting the Job Done
Rosie Siemer Rosie Siemer

Getting the Job Done

The Jobs To Be Done theory refers to a consumer’s decision to buy something as “hiring” a particular product or service to do a specific job. This unique way of describing consumer behavior shifts the focus of product development away from shallow customer descriptors (like age, income level, or family structure) toward more meaningful motives that influence behavior.

Read More
Building a New Business Model for Membership
Rosie Siemer Rosie Siemer

Building a New Business Model for Membership

The COVID-19 pandemic has upended the traditional business model of membership, and museums everywhere must confront the reality that audiences may never again participate in the same ways that they once did. As the traditional membership business model is built on the core benefits on-site participation such as free admission and events, there is an opportunity to explore what museum membership programs might look like in a post-COVID-19 world.

Read More
Closing the Intention-Action Gap
Rosie Siemer Rosie Siemer

Closing the Intention-Action Gap

Will you floss your teeth today? Will you exercise tomorrow? Will you visit a museum within the next six months? Surveys that ask questions like this about future intentions—even when there is rigor built into the methodology—tend to be an unreliable indicator of behavior. While an imperfect measure, such studies can still offer some valuable benefits.

Read More
Uncovering What Members Truly Value
Rosie Siemer Rosie Siemer

Uncovering What Members Truly Value

Often, member surveys include a method known as “stated importance” to gauge how respondents feel about various topics or benefits. For example, a member survey question may ask members to rate a list of benefits (or attributes) based on their importance using 10-point scale in which the lower end of the rating scale (1) represents ‘not important at all’ and the high end of the scale (10) is labeled as ‘extremely important’ or ‘very important.’ However, the stated importance method often leads to inflated importance scores and does not allow the organization to see how respondents may be considering the relationship between benefits and the decision to join. 

Read More