By Natalia Tafur
Founder and Chief Researcher
Keyhole Research & Consulting
San Diego, California
natalia.tafur@keyholeresearch.com
These words, “Exploration is Curiosity Put into Action,” attributed to Don Walsh, the American oceanographer renowned for his historic descent into the Mariana Trench, perfectly encapsulate the essence of discovery. While my travels haven’t taken me to the depths of the ocean, these words resonate deeply with me. As qualitative researchers, we are often tasked with leading our clients on explorations. We delve into the landscape of their target audiences and uncover insights that allow our clients to make confident decisions.
During the January QRCA 2024 Annual Conference in Denver, I had the opportunity to sharpen
my exploration skills in a unique setting: the Meow Wolf experience. Eager to explore more of this unique experience, on a trip to Las Vegas in April 2024, I went to another Meow Wolf location called Omega Mart. As any diligent researcher would, I conducted exploratory research to grasp what this experience would entail. What I found was an eclectic blend of creativity born from the minds of some truly innovative (and perhaps a bit eccentric) artists. That was all the encouragement
I needed. Little did I know that my experience at Meow Wolf would reveal so many parallels to the practice of qualitative market research. In this article, I offer six key takeaways from my experiences.
1. Surrender Yourself to the Unexpected
Wow! As a type-A project manager, this is easier said than done. I thrive on predictability and setting clear expectations for everyone involved. Exploring Meow Wolf was a significant departure from my usual approach. But once I allowed myself to embrace the unexpected, I found a truly magical experience that opened up new and bizarre realities. After all, the road less traveled is the path to adventure, new learnings, and personal growth—a crucial reminder for those of us who practice exploratory research.
2. Better Together
Before visiting the exhibit, I received one key piece of advice: bring a buddy and stick together since it is
easy to get lost and separated in your pursuit of exploration. I was fortunate to explore Meow Wolf with fellow QRCA member (and fellow San Diegan) Cherri Christiansen. How fitting! Christiansen is my go-to person for inspiration or guidance on new methodologies and approaches. As we wandered through Meow Wolf, we often found ourselves interpreting the various “worlds and landscapes” differently. Yet, by sharing our perspectives, it felt as though we were getting exponentially more out of the experience. Let’s be honest—for those of us who are solopreneurs like me, it can feel very solo at times. But knowing you have a thought partner makes for a more fulfilling experience, whether in an exhibit or a project.
3. Engagement Is Everything
No matter how much someone tried to explain what Meow Wolf is, no explanation could substitute for experiencing it firsthand. The heart and soul of this exhibit lie in the opportunity to be fully immersed in it, engaging with every sculpture or prop. Not every focus group can be conducted in person, but every focus group or interview presents an opportunity to create engaging moments for the respondents, regardless of their socio-economic status. Every human craves engagement and entertainment, no matter how mundane the research topic may be.
4. UP CLOSE OR FAR AWAY?
It’s easy to spend 30 minutes in any given room within Meow Wolf (and there are approximately 70-plus
different rooms). As an exhibit attendee, you must decide how much time and effort to invest in each room. In many rooms, I chose to dig deep, uncovering hidden “Easter eggs” and pondering their purpose. For example, one room featured an old library card catalog—remember those? I had a blast opening each drawer and discovering hidden treasures and clues. But in other rooms, I simply absorbed the overall ambiance and moved on. Moderating a discussion can be very similar. We need to instinctively know when to probe deeply to unearth those golden nuggets of actionable insights and when to move on to the next topic, especially when time is limited.
5. It’s All About the Journey
I was so enthralled by my experience at Meow Wolf in Denver that I was inspired to visit another Meow Wolf exhibit. Thus began my plans for Spring Break in Las Vegas with my tween son, where we visited Omega Mart—a “cousin” to Meow Wolf. The experience was quite different from the one in Denver. In some ways, it was better; in other ways, not so much. The journey begins in Omega Mart, a space larger than many California-sized grocery stores. After some initial exploration, you find yourself in a darker, more mysterious world.
If the Denver experience was about exploring the unknown, Omega Mart was more about the journey itself. For a few extra dollars, we upgraded to the Omega Quest, a scavenger hunt that quickly became the winning ticket for my son, who typically despises museums. My son is also on the autism spectrum, so the notion of structure—having a beginning and an end—was much more comforting than simply “getting lost” and enjoying the exploration. The scavenger hunt required us to find clues and check in at different terminals to advance our story.
How many times have we been reminded of the importance of storytelling? This applies on multiple levels. We often find ourselves uncovering the various phases of the customer journey, much like I explored the worlds within Meow Wolf. As we know, there usually isn’t just one customer journey but many divergent and convergent paths—just like these art exhibits. Let’s not forget the power of storytelling to make our insights exciting and memorable for our clients. Personally, storytelling is one of the hardest skills to master, yet it’s one of the most critical.
6. Designed with Heart and Purpose
The creators of these unique experiences share something with the best qualitative researchers. For this, I admit I turned to ChatGPT to better understand the original intentions of the creators. The principles
they follow are ones that all great qualitative researchers should strive for.
- Create immersive, interactive experiences that break traditional boundaries.
- Craft experiences where people—whether respondents or clients—can explore, discover,
and engage deeply. - Push the limits of storytelling by blending various forms and methodologies.
- Create a sense of open-ended narrative where visitors (or respondents or clients) aren’t just passive observers but active participants.
- Design experiences to be nonlinear and multilayered, allowing each person to have
and express a unique experience. - Bring together artists (or respondents) from diverse backgrounds to create something greater than the sum of its parts.
A Final Thought
I hope to one day visit the other three Meow Wolf exhibits—the original in Santa Fe, New Mexico, and the newest ones near Dallas and Houston, Texas. And the folks at Meow Wolf are aiming to open an exciting new location in Los Angeles in 2026. Regardless of which one you visit, you are guaranteed to be engaged and inspired to push the limits of creativity and exploration. These lessons can enhance your journey as a qualitative researcher. The experience is one that can challenge you—as it did me—and push you to new heights of inspiration, engagement, and insight.
