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COMMUNITY:
Front-End

Monterey Bay Aquarium Conservation Messages Front-End Evaluation Report

September 27, 2018 | Public Programs, Exhibitions

The Monterey Bay Aquarium is planning to redesign existing conservation-related interactives as well as add new experiences on the Aquarium floor. In preparation for this project, the Aquarium sought to gain a better understanding of visitors’ awareness of and engagement in conservation-related actions and responses to conservation-related messaging. The Aquarium contracted with MWA Insights to conduct a front-end evaluation study to help inform the planning for these conservation stations. Specifically, the evaluation sought to understand:

  • Are visitors aware of issues affecting the ocean and actions they can take to help the ocean?
  • What are visitors currently doing in terms of ocean conservation? What motivates them or prevents them from taking action? What actions do they perceive as feasible and impactful?
  • How do visitors feel about the Aquarium’s existing approaches to conservation messaging? What stands out to visitors—either positively or negatively—about the current messaging?
  • How do visitors respond to potential approaches or messaging for articulating conservation actions? What do they find appealing or attention grabbing? What might they find off-putting?

Appendix includes instruments.

TEAM MEMBERS

  • REVISE logo
    Evaluator
    MWA Insights
  • REVISE logo
    Contributor
    Monterey Bay Aquarium
  • Elise Walmsley
    Contributor
    Monterey Bay Aquarium
  • Cindy Serraino
    Contributor
    Monterey Bay Aquarium
  • Citation

    Resource Type: Research and Evaluation Instruments | Interview Protocol | Evaluation Reports
    Discipline: Ecology, forestry, and agriculture | Geoscience and geography | Life science
    Audience: General Public | Museum/ISE Professionals | Evaluators
    Environment Type: Public Programs | Aquarium and Zoo Programs | Exhibitions | Aquarium and Zoo Exhibits

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