The data we collect about institutions says a lot about how we perceive our mission. We can usually find data about the numbers of visitors and their demographic statistics, as well as financial data such as annual turnover and physical data such as area. But we need different information to form an accurate image of our field – one that we can use to improve what we do. Also, our sponsors usually require data that ascertains our role and our usefulness in society. Are we pleasant institutions to visit or are we necessary institutions? Sometimes we put ourselves in a tight spot by trying to gather data comparing us to formal education institutions. Which data are useful to us and our sponsors? Which data accurately represent our impact on society?