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Research | Insights | Strategy

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

Whether you are conducting annual research, addressing a specific goal or challenge, or managing a relocation or renovation, we are ready to put our expertise to work for you.

Research | Insights | Strategy


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 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

    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

    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

    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 PacificAquarium of the Pacific
  • Audubon Nature InstituteAudubon Nature Institute
  • The Bill & Melinda Gates Foundation Discovery CenterThe Bill & Melinda Gates Foundation Discovery Center
  • The Broad MuseumThe Broad Museum
  • Calgary ZooCalgary Zoo
  • California Academy of SciencesCalifornia Academy of Sciences
  • The Florida AquariumThe Florida Aquarium
  • Houston ZooHouston Zoo
  • Smithsonian’s National Zoo & Conservation InstituteSmithsonian’s National Zoo & Conservation Institute
  • Natural History Museum Los AngelesNatural History Museum Los Angeles
  • Seattle Art MuseumSeattle Art Museum
  • Space Center HoustonSpace Center Houston

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.

Preview an industry report today.

  • Attendance Trend Report
    Attendance Trend Report

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  • National Cultural Attraction Positioning Study
    National Cultural Attraction Positioning Study

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  • Visitor Survey Benchmark Report
    Visitor Survey Benchmark Report

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Did you know?

24% of zoo visitors are members

About Morey Group

About Morey Group

Since 1985, Morey Group has worked on over 3,000 projects for more than 200 organizations in the U.S. and Canada, delivering insightful, accurate, and timely analysis and recommendations through our audience acquisition studies, member surveys, donor surveys, visitor surveys, pricing optimization studies, and focus groups.

Specializing in market research for cultural attractions and non-profit organizations, our extensive experience and client list allow us to benchmark results and to provide you with time-tested insight into what works (and what doesn’t).

Morey Group is based out of Charleston, South Carolina. In July 2012, Morey Group became the research division of The Lukens Company.

Reach out to us to discuss your goals and challenges.
We can help.

Did you know?

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

  • Meet Our Staff

  • John Morey John Morey

    John is responsible for project design, strategic analysis, and final presentation. He specializes in start-up planning, audience acquisition, and membership program design for visitor-serving attractions. Since 1995, he has worked with more than 200 clients on more than 3000 projects. Mr. Morey serves as the Treasurer for the AAM CARE committee and served as the CARE Southeastern Representative between 2006 and 2009. He received a Bachelor of Arts in Political Science from the University of Wyoming.

  • Julia Renken Julia RenkenDirector of Client Services

    Julia oversees all Morey Group projects and is responsible for client services, project design and management, analysis, and reporting. Prior to joining Morey Group in 2008, she worked in public relations at Manning Selvage & Lee in New York City. She received a Bachelor of Arts in Public Relations from the University of South Carolina.

  • Jillian Rauscher Jillian RauscherSenior Account Executive

    Jillian is responsible for client services, data management and report preparation. Prior to joining Morey Group, she served as a Research Associate at Primary Insight. She received a Bachelor of Arts in Corporate Communications from the College of Charleston.

Did you know?

The average length of stay at an aquarium is 2.3 hours

Contact Us

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T 843-723-7290
F 843-723-7299
34 Radcliffe Street, Suite C
Charleston, SC 29403