Description
The Guest Relations Research Coordinator plays a vital role in understanding and enhancing the guest experience at Mote Marine Laboratory & Aquarium. This position focuses on collecting and analyzing guest feedback to drive improvements in exhibits, operations, and engagement strategies.
By conducting in person research, analyzing data, and collaborating with internal teams, the Coordinator ensures that Mote’s decision making is informed by real guest insights. This role helps refine the guest experience, identify trends, and support initiatives that strengthen visitor satisfaction, education, and membership engagement.
Responsibilities
Guest Insights & Visitor Research
● Create and conduct in person visitor studies, exit surveys, and interactive feedback sessions to generate actionable insights on guest satisfaction and overall experience.
● Proactively identify, pilot, and launch new data collection strategies that improve participation rates, diversify feedback channels, and generate actionable visitor insights (e.g., gamified surveys, QR engagement, digital comment tools, etc.)
● Utilize tools like Google Analytics, heat mapping software, and ticketing data to analyze visitor behavior and identify opportunities for improvement.
● Monitor guest reviews across platforms (Google, TripAdvisor, social media) to track trends and identify areas for enhancement.
● Translate research findings into clear, actionable reports for leadership and internal teams, ensuring that guest feedback informs strategic decisions.
● Transform raw quantitative and qualitative data into actionable insights that drive strategic decisions, operational improvements, and membership growth, and deliver executive-ready summaries with clear business implications.
● Track key visitor experience metrics, including customer satisfaction scores, Net Promoter Score, and membership conversion rates, to evaluate the effectiveness of guest engagement initiatives.
● Compare visitor data trends across ticket sales,memberships, and promotions to assess program impact and recommend adjustments.
● Support membership initiatives by identifying insights that enhance member benefits, loyalty programs, and retention strategies.
● Provide frontline staff with actionable visitor trend insights to help them enhance guest interactions and improve overall visitor satisfaction.
Internal Event & Exhibit Engagement
● Staff Mote’s information tables at internal events, such as Sharktoberfest, A-scare-ium, and World Ocean Day, to conduct guest research and engage with attendees, collecting feedback on visitor expectations and experiences, and identifying trends to inform and enhance future programming.
● Set up and maintain interactive feedback stations in key exhibits, ensuring consistent data collection and analysis, and assist with exhibit evaluation projects alongside education and exhibit teams to assess visitor interaction, learning impact, and engagement with displays and programs.
● Develop and test new ways to enhance visitor engagement in exhibits, such as interactive elements or real time visitor input opportunities.
● Support special research initiatives that explore emerging guest experience trends and best practices within the aquarium, zoo and public attraction industry.
Schedule & Work Environment
● 8:30am – 5pm, Tuesday – Saturday
● Occasional evening and holiday shifts for special events or research projects.
● Amix of indoor and outdoor work, requiring flexibility to adapt to different environments.
Qualifications
Education & Experience
● Bachelor’s degree in social sciences, communications, business, or a related field preferred.
● Minimum two years of experience in guest research, data collection, or visitor experience analysis, preferably in a nonprofit or public attraction setting.
Skills
● Strong analytical thinking, pattern recognition, and problem-solving skills to design, interpret, and translate survey and feedback data into actionable insights.
● Exceptional interpersonal and communication skills, with the ability to engage confidently with diverse audiences.
● Highly organized, detail-oriented, and capable of managing multiple projects, deadlines, and research initiatives.
● Ability to synthesize quantitative and qualitative data and present findings in clear, executive-ready formats.
● Familiarity with survey tools, data visualization, or analytics software (Google Analytics, Formbricks, etc.).
● Proficiency in Microsoft Office and Google Workspace (Word, Excel, Outlook).
Ideal Candidate
The ideal candidate is both data driven and people oriented, excelling in research methodologies and guest engagement. They are proficient in Google Analytics and have experience with additional survey and data analysis tools, with a strong ability to interpret visitor behavior and provide strategic insights. Comfortable in both research and public facing roles, they are passionate about enhancing the guest experience through data informed decisions. They are comfortable working independently, demonstrate initiative in identifying research opportunities, take ownership of their responsibilities, and think strategically about how guest insights support operational improvements, revenue, and membership growth.