Before launching Museum Membership in December 2000, we commissioned market research and tested our value proposition, likelihood to join and optimum price point. This gave us a good understanding of our potential customer base and provided a valuable tool when navigating discussions with internal stakeholders. We continue to survey our Museum Members annually to gain insights into what we are doing well and to learn where there’s room for improvement. The survey results help guide conversations, improve our product and in doing so enable us to grow revenue. However, while evidence-based decision making is important sometimes you must go out on a limb and test your assumptions in real life. I would like to share my experience in doing just that – the good, the bad and the surprising!