Research | Insights | Strategy


Morey Group is a national market research and consulting firm specializing in the unique needs of cultural attractions and nonprofits.


Whether you’re conducting annual research, addressing a specific goal, or managing a relocation, we’re ready to put our extensive expertise to work for you.


The right information is powerful. Find out how we can help your organization or cultural attraction evaluate current programs and strategically reach new goals.

Marketing Effectiveness


Marketing shouldn’t feel like a guessing game. Feel confident that your marketing dollars are being spent wisely and generating the best return on investment.

We utilize surveys, audience acquisition studies, industry benchmarks, trends, focus groups, and more to help you:

  • Define Your Brand and Audience Segments
  • Test Marketing Campaigns, Taglines, and Messages
  • Enhance Marketing & Advertising Effectiveness
  • Project Return on Investment (ROI)
  • Identify Revenue Opportunities

Membership & Visitor Growth


Increasing membership and the number of visitors is at the heart of every cultural attraction’s marketing campaign. Understanding why visitors visit, become members, and renew memberships sets a strong foundation for your cultural attraction’s future.

We utilize visitor surveys, member surveys, pricing optimization studies, industry benchmarks, trends, focus groups, and more to help you:

  • Identify Audience Segments
  • Establish Membership Levels and Offers
  • Enhance Marketing & Advertising Effectiveness
  • Project Attendance Numbers
  • Identify Additional Opportunities

    Visitor Experience


    The best possible on-site experience is achieved with consistent feedback from your visitors. Do you know who is visiting and why? How do your visitors rate their experience? How is your staff performing on courtesy, cleanliness, and interaction?

    We utilize visitor surveys (via kiosk or on-site interviewers), industry benchmarks, focus groups, and more to help you:

    • Learn Who is Visiting and Why
    • Improve the Visitor Experience
    • Track Staff Performance
    • Benchmark Your Results

      Donor Growth


      Reaching new donors and moving current donors up the donor pipeline are necessary for any nonprofit organization’s financial health. Our work will help you understand what motivates your donors to give, how often they’re able to give, and what will inspire them to give more now and in the future.

      We utilize donor surveys, donor acquisition studies, focus groups, and more to help you:

      • Identify Donor Characteristics and Attitudes
      • Enhance Communication Strategies
      • Determine Most Effective Messages/Offerings
      • Project Donor Giving
      • Identify Revenue Opportunities


          A few of our clients include:

          Aquarium of the Pacific Logo
          Audubon Society Logo
          Gates Foundation Logo
          The Broad Logo
          Calgary Zoo Logo
          California Academy of Sciences Logo
          Florida Aquarium Logo
          Houston Zoo Logo
          Smithsonian Zoo Logo
          LA Natural History Museum Logo
          Seattle Art Museum Logo
          Space Center Houston Logo

          Did you know?

          71% of zoo visitors have children in their party

          Industry Reports

          Discover the power of having the right information. Each of our industry reports provides valuable information that will help your organization or attraction drive strategy and achieve meaningful results.

          Contact us to preview an industry report today.

          Attendance Trend Report

          Cultural Attraction Study

          Visitor Survey Benchmark Report

          Did you know?

          46% of aquarium visitors visit for entertainment, 29% for education

          People working at a table together

          About Morey Group

          Morey Group, a division of The Lukens Company, is a national market research and consulting firm that specializes in the unique needs of cultural attractions and nonprofits. We innovatively use data and technology to employ a variety of research methods and tools, including audience acquisition studies, member surveys, donor surveys, visitor surveys, pricing optimization studies, and focus groups. Since 1985, we’ve worked on over 3,000 projects for more than 200 organizations in the U.S. and Canada, delivering insightful, accurate, and timely benchmarks, analyses, and recommendations. Whether you’re conducting annual research, addressing a specific goal, or managing a relocation, we have the resources and expertise to take the guesswork out of your strategy and provide you with time-tested insights into what works (and what doesn’t).

          In July 2012, Morey Group became the research division of The Lukens Company (TLC), an award-winning full-service marketing agency. TLC provides expert direct response, donor development, and fundraising services to cause-oriented organizations seeking innovative, data-driven strategies to achieve bold goals that change the world for the better.

          How can we help you achieve your goals?

          Have any questions about growing your membership base, raising more funds, or increasing your impact? We can help!

          Get in touch with us here or via the form below.

          Did you know?

          The average length of stay at an aquarium is 2.3 hours

          Our Team

          John Morey

          John Morey


          Madeline Jett

          Madeline Jett

          Data & Reporting Manager

          Julia Renken

          Julia Renken

          Vice President

          Kacie Staples

          Kacie Staples

          Account Operations Manager

          Did you know?

          24% of zoo visitors are members

          Do you want to change the world for the better? Give back to your community? Be part of an award-winning, collaborative, and motivated team?

          Work with us! Working at Morey Group means feeling empowered to make a difference and inspired to bring innovation to cause-oriented organizations. Every day, we work to find new and better ways to help our clients succeed. Every day, we work to create meaningful and lasting change that helps our clients further their cause. And every day, we work to learn, grow, and reach new heights as individuals and a team.

          If you feel the same about your work, take a look at our current openings. We’re always searching for driven, passionate, and creative people to help shape tomorrow at Morey Group.

          Ready to create change with us?

          Contact Us