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Repositioning a Chinese provincial museum THE CHALLENGE: How to reposition Museum X to encourage a tighter relationship with visitors THE OUTCOME: Museum X Positioning Handbook THE METHODOLOGY: Second-hand Research, Expert Interview, Museum Visitor Focus Group Discussion, Museum visiting  Museum X is a famous state-owned provincial museum that exhibits cultural jewels of the past. Though it never lacks traffic, the repeated visiting frequency is low, and its perceived image is conservative. How should Museum X maximize its positive social impact? A group of researchers, brand strategists, and designers teamed up to find the missing pieces of the puzzle. The journey started with analyses of the top museums around the world and a field tour to 12 museums located in 5 Chinese cities. Museum experts were interviewed and focus group discussions were conducted among the locals and tourists. The study discloses the interpretation of how the visit benefits life impacts visiting frequency and there are distinct differences between the locals and tourists and between different age groups New strategies were proposed on how to facilitate the visitor's understanding of Museum X which will help spice up their lives.
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