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The Discovery Brand Repositioning Report
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Transcript of The Discovery Brand Repositioning Report
Brand Repositioning Research Report
Prepared By:
Megan Filbin
January 8, 2016
Table of Contents
I. Executive Summary……………………………………………...……………………..……..3
II. Introduction…………………………………………………………………………..………4
III. Exploratory Research………………………………………………………………….……4
IV. Survey Development and Data Collection…………………………………………………5
a. Sampling Method………………………………………………………………..……5
b. Data Collection Procedure……………………………………………………………5
c. Response Rate…………………………………………....…………………………….5
V. SPSS Analysis and Results……………………………………..……….……………………6
VI. Limitations……………………………………………………..…………………………….9
VII. Conclusion and Recommendations………………………………………………………10
VII. Appendix A: Survey……………………………………………………………………….11
VIII. Appendix B: Hypothesis One………………………………………………………...….15
IX. Appendix C: Hypothesis Two……………………………………………………………...18
X. Appendix D: Hypothesis Three……………………………………………………………..18
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Executive Summary
With the expansions coming to The Discovery, the museum desires to make the shift
towards being perceived as a science center, rather than a children's museum. This shift,
however, it based on visitor perception, which isn't an easy construct to measure. In order to
tackle this task, the installation of Monster Fish was used a variable to see what the current
visitors perceive The Discovery as. Two sessions of data collection via surveys were conducted
with Monster Fish being the dividing factor between the two.
After all the data was collected, conclusions, as well as recommendations, were then able
to be made in reference to how The Discovery can be more widely perceived as a science center.
From this research some important results were found. One, there was no significant difference
between people’s perception of The Discovery and a science center, meaning that overall, The
Discovery is going in the right direction. Two, it was found that after the introduction of Monster
Fish, a significantly greater amount of people believe that The Discovery is a science center.
This means that the separating variable that was chosen, Monster Fish, did make a significant
change in perception. Finally, it was found that people who had not previously visited The
Discovery had a higher perception of The Discovery as a science center in comparison to those
who had visited previously. An overall recommendation that can be made is to focus perception
change on the frequent visitors and continue to expand The Discovery with more exhibits similar
to Monster Fish in order to continue the momentum that has been established.
3
Introduction
This report explains the results compiled through market research in regards to the
transformation of The Discovery from a children’s museum into a science center. Previously, the
Brand Repositioning Committee met to explain this problem and how to fix it. They constructed
a list of recommendations of how to help the museum along its transformation. In order to
expand on these ideas and determine if The Discovery is seen as a science center, market
research was conducted.
The Discovery desires through, brand repositioning, to move from a children’s museum
into a hands-on science center to facilitate the museum's growth. In order to complete this
mission, the museum needs to be taking a “show, don’t tell approach” that helps communicate
non-verbally to visitors that The Discovery is a science center to be enjoyed and explored by all
age groups. With new experiences such as Inside Out: an Anatomy Experience and National
Geographic’s Monster Fish, The Discovery has made its path to a science center and created a
perfect opportunity to do market research.
Exploratory Research
Being considered a science center is important for the growth of The Discovery as a
whole. When looking at other science centers around the region such as OSMI and the
Exploratorium, they bring in a large amount of people who rage in age groups and continue to be
returning visitors. By obtaining this larger group of ages, which is expanded from mainly
children, The Discovery can help complete their mission to facilitate life-long learners as well as
move with the expansion of the area. By comparing The Discovery to other science centers, Such
as OSMI and the Exploratorium, this can help the museum gauge to see if they are going in the
direction they desire.
4
Survey Development and Data Collection
Sampling Method
The sampling method chosen was a combination of convenience sampling as well as
random sampling. Along with this, a combination of group and individual samples were taken.
The target market for this research was anyone who decided to explore The Discovery. The
target market is very broad because this enabled the research to come from as many people as
possible. Along with this, a combination of several sampling methods were chosen in order to
remain unbiased and retrieve as large of variety of respondents as possible.
Data Collection Procedure
The data was collected through the usage of surveys distributed in person with use of the
iPad. The survey was collected in two sessions. The first session occurred before Monster Fish
was established, while the second occurred after its installation. The only changes between the
two sessions was that Monster Fish was included in the second. The data was then compiled,
coded, and analyzed using SPSS, a statistical software.
The survey included 16 questions, including demographics, for the visitors to answer
revolving around their perception of a science center and whether or not The Discovery is
perceived as one. The goal was to not make the survey so long that they will not be willing to
complete it, but long enough to get valid and significant results. The survey questions would
range in quantitative types. A majority of them were based off of scaling in order to conduct
research on the results. The survey in its entirety can be found in Appendix A.
Response Rate
Out of the total amount of people approached to be surveyed (80), 6 people denied the
opportunity to give their input about The Discovery. This being said, the response rate was 92%,
5
which is well above average within this form of sampling. This high response rate can be seen
because of the richness of the communication channel chosen. If the surveys were to have been
distributed on paper or through an email, these high results would not be expected.
SPSS Analysis and Results
The overall theme of this research was to see what current visitors perceives a science center as
and what The Discovery can expand on in order to complete their brand repositioning towards
being as a science center.
1. After the introduction of Monster Fish, a significantly greater amount of people believe
that The Discovery is a science center.
a. Logic: This hypothesis is important because it will indicate if the induction of
Monster Fish is step in the right direction. When analyzing the two different
groups, those from session one and those from session two, it is predicted that
those from session two will have a significantly higher mean when it comes to
perception of The Discovery as a science center. This means that they lean
significantly towards “Agree” and “Extremely Agree”.
b. Analysis: An independent samples T-Test was used to see if after the introduction
of Monster Fish, a significantly greater amount of people believe that The
Discovery is a science center. As predicted session two (M=5.0732, SD=.84824,
N=41) believed The Discovery is a science center significantly more than session
one (M=4.6, SD=1.10172, N=30) P<.05 T(69)=2.4, when looking at visitors who
visited after the induction of Monster Fish. These outputs results can be found in
Appendix B.
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2. Visitors perceive their idea of what a science center to be as more enjoyable than The
Discovery.
a. Logic: The logic behind this question is that people have a predetermined view of
what they believe a science center to be before being approached for the survey.
With this in mind, they are comparing these two constructs, or abstract ideas,
against themselves. If the visitors perceive their view of a science center to be
more enjoyable than The Discovery, this means that The Discovery still has room
to grow to reach the perceived view as a science center. Consequently, if people
do not perceive their view of a science center to be more enjoyable than The
Discovery, this means that The Discovery is well within people’s perception of a
science center.
b. Analysis: Using a paired samples t-test to test visitors perceiving their view of a
science center to be more enjoyable than The Discovery. Not as predicted, there
was no significant difference between the two means of The Discovery
(M=.04776, SD=.63731, N=74) P>.05 T(66)=.613 and science center, when
looking between both sessions of the data collection. These output results can be
found in Appendix C.
3. People who have visited The Discovery previously believe that it is a Science Center to a
higher level more than those who have not visited previously.
a. Logic: This hypothesis is important because it takes into account the “show don't
tell” method of communicating to the public that The Discovery is a science
center, not a children's museum. If the people who have visited previously believe
that it is a science center, that means that the message conveyed inside of The
7
Discovery is going in the right direction, however if it is found that people who
have not visited previously believe that The Discovery is a science center, that
means that the correct message is being sent out to the public.
b. Analysis: An independent samples t test was performed to analyze if people who
have visited The Discovery previously believe that it is a Science Center more
than those who have not visited previously. Not as expected, people who had not
previously visited The Discovery (M=5.4167, SD=.66856, N=12) had a
significantly higher perception of The Discovery as a science center to those who
had visited previously (M=4.7627, SD=1.00583, N=59) P<.05 T(69,22.5)=2.80
when comparing means. These output results can be found in Appendix D.
4. Visitors who believe that The Discovery only benefits one age
a. Logic: During the survey, it was asked if visitors believe that The Discovery
benefited only one age. From this, if they did believe that The Discovery only
benefited one age, they were prompted to identify which age they believed
benefited most from The Discovery. Out of this results, the age that contains the
highest frequency can be seen as which demographic people believe benefit most.
This can be for many reasons, one is that it contains the demographic with the
most frequent visitors, while another is that people that believe that The
Discovery benefits one age sees the subject matter presented to them as one
engaging only for that one group.
b. Analysis: Based on the frequency table, of those who believe that The Discovery
is only for one age group believe that the ages 9-12 benefit the most from the
exhibits presented to them.
8
Limitations
Some limitations that came along with this research were the following:
a. Time Constraints- Because only one person was conducting the research, this means that
the data collection was based around one schedule. If more people participated in this
data collection, then there would have been a greater opportunity for more results.
b. Number of Responses- Although the response rate is high, the number of responses could
increase if they survey was to be distributed through different avenues, such as online.
This makes it a bit difficult to reach nonmembers, however; and would result in a lower
response rate.
c. Perceptions- A large limitation of this research is the limitation of perception. Each
visitor has a different perception of what a science center, and with this, some visitors can
vary extremely.
d. Length of Survey- In order to collect workable data, the survey length needed to be quite
long. The became a bit of a limitation because some people commented on the length of
the survey, even after being told that the survey could take up to 3 or 4 minutes. Overall,
the data that was collected was necessary in order to have all the findings that were made.
9
Conclusion and Recommendations
Overall, based on the research that was collected some recommendations can be made in
response to brand repositioning. As one of the most interesting results, it can be recommended
that more emphasis be placed on the regular visitors. Because people who had not previously
visited The Discovery came into the experience expecting a science center, while those who have
visited previously do not. This could be for many reasons, however this could be the result of
rapid growth. Because these regular visitors have been frequenting The Discovery in the midst of
its shift towards a science center, the can still be set in the mindset from when they first started
visiting. Overall, based on perception its can be seen that people believe that The Discovery is
moving towards being perceived as a science center, especially with the introduction of Monster
Fish, but with the continued integration into exhibits, like Monster Fish, this perception will
expand even more.
10
Appendix A: Survey Monkey Survey
11
12
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Note on Survey: Between the two survey sessions, Monster Fish was added to the second session
in question 16 to be an option for “Which current exhibits intrigued you the most?” and was then
coded (as 1) only for the second session and not coded (as 0) in the first session.
14
Appendix B: Hypothesis One
Hypothesis: After the introduction of Monster Fish, a significantly greater amount of people
believe that The Discovery is a science center.
Note on Hypothesis One: In order to create these results, it was first necessary to see if how
reliable the constructs were by using Cronbach’s alpha. After testing all of the variables for both
The Discovery as well as science center, through Cronbach’s Alpha it was found the Role Play
was unreliable for both of the variables, so because of this, role play was taken out of both
variables. These two variables were used throughout the research.
Group StatisticsSurvey Round N Mean
Std. Deviation
Std. Error Mean
Believe it is a SC
Round 1 41 5.0732 .84824 .13247Round 2 30 4.6000 1.10172 .20115
Independent Samples TestLevene's Test for Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean Differe
nce
Std. Error
Difference
95% Confidence
Interval of the Difference
Lower UpperBelieve it is a SC
Equal variances assumed
4.444 .0392.04
569 .045 .47317 .23135 .01163 .93471
Equal variances not assumed
1.965
52.458
.055 .47317 .24085-.0100
3.95637
15
Variable Construction:
1. Science Center Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Squared Multiple
Correlation
Cronbach's Alpha if Item
DeletedWhen you think of visiting a SC...In Depth analysis
25.0896 9.355 .388 .344 .669
When you think of visiting a SC...Hands-on Exploration
24.0149 11.015 .538 .379 .630
When you think of visiting a SC...State of art technology
24.5970 9.396 .540 .338 .605
When you think of visiting a SC...Thought Provoking Exhibits
24.3433 9.835 .699 .538 .576
When you think of visiting a SC...Educational
24.0000 11.030 .512 .365 .634
When you think of visiting a SC...Role-Play
25.4925 10.981 .146 .133 .766
2. The Discovery Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Squared Multiple
Correlation
Cronbach's Alpha if Item
DeletedWhat you have experienced inside of TD...In-Depth Analysis
25.4571 8.484 .349 .285 .577
16
What you have experienced inside of TD...Hands On Exploration
24.4857 10.543 .328 .126 .592
What you have experienced inside of TD...Sate of the art Technology
25.4857 7.906 .448 .276 .529
What you have experienced inside of TD...Thought Provoking Exhibits
24.8857 9.030 .597 .483 .506
What you have experienced inside of TD...Educational
24.5571 9.265 .571 .401 .519
What you have experienced inside of TD...Role Play
25.7000 9.314 .117 .078 .709
17
Appendix C: Hypothesis Two
Hypothesis: Visitors perceive their view of a science center to be more enjoyable than The
Discovery.
Paired Samples TestPaired Differences
t dfSig. (2-tailed)Mean
Std. Deviatio
n
Std. Error Mean
95% Confidence Interval of the
DifferenceLower Upper
Pair 1
TheDiscovery - ScienceCenter
.04776
.63731 .07786 -.10769 .20321 .613 66 .542
Appendix D: Hypothesis Three
Hypothesis: People who have visited The Discovery previously believe that it is a Science Center
more than those who have not visited previously.
Group StatisticsPreviously visited? N Mean
Std. Deviation
Std. Error Mean
Believe it is a SC
Yes 59 4.7627 1.00583 .13095No 12 5.4167 .66856 .19300
Independent Samples TestLevene's Test for Equality of
Variances t-test for Equality of MeansF Sig. t df Sig.
(2-tailed)
Mean Differe
nce
Std. Error
Difference
95% Confidence
Interval of the Difference
18
Lower UpperBelieve it is a SC
Equal variances assumed
1.796 .185-
2.151
69 .035-.6539
5.30402
-1.2604
5
-.04746
Equal variances not assumed
-2.80
4
22.553
.010-.6539
5.23323
-1.1369
5
-.17096
19