Before you is a solution to a business issue question that was developed by my team and myself. Shedd was curious about who was coming in and why and we looked to answer that question

Montella, Mark

English

Loyola eCommons

Shedd AquariumUnderstanding DemographicsBusiness Issue QuestionHow might Shedd Aquarium understand their demographics and keep customers engaged while visiting the aquarium? Research Objectives1. To determine how kids act during their time at Shedd2. To understand what keeps people engaged3. To understand what demographics are coming into Shedd4. To explore what activities are being performed at Shedd5. To investigate what animals are viewed the most6. To investigate what non-Shedd related activities customers are engaging in How is it Accomplished?Qualitative and quantitative research was utilized in order for data to be collected to support the research objectives. Qualitative research is non-numerical and is usually observed and not measured. Quantitative research is used for numerical values and can be measured.Qualitative Quantitative • Shedd Aquarium allowed observations throughout the museum • The data was then broken into segments to enrich the claims• Focus group quote – “I feel coming here with my family, friends, or a date would be just as enjoyable and exciting no matter where we go in the museum.”• This data was collected through a Qualtrics survey to answer more questions about an objective• The survey targeted each event or activity being performed while at Shedd• This gave more insight on which event was liked by certain demographics and not by othersWhat is Next?This data strives to understand what demographics are coming into Shedd Aquarium and what is keeping them engaged while being at the museum. This data will then be used to determine how to get different demographics coming in to visit as well as creating new and engaging activities for those demographics. MARK311E 01E 1277 Mark Montella

Shedd Market Research

https://ecommons.luc.edu/cgi/viewcontent.cgi?article=1110&amp;context=ures

Shedd Market Research

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