Does one size fit all when it comes to what visitors want and need for a high quality museum visit? Nope. Not at all. Even among museums of similar type (outdoor museums and historic sites, for example) attributes that determine a high quality visit vary greatly. To identify your museum’s unique visitor experience attributes, you need to collect real, actionable data instead of relying on old and often inaccurate assumptions. Only with real data can you develop a successful growth plan for your institution.