The Take Two Institutional Research Study was an ethnographic case study of the contributions of Web 2.0 philosophy and technologies to museum practice and staff development at the Museum of Life and Science in Durham, North Carolina. It used a naturalistic methodology to investigate staff members' relationships with each other and their publics as the Museum developed and embraced a philosophy of Web 2.0 experimentation, shared authority, and co-creation. An important element in developing Web 2.0 culture at the Museum of Life and Science was leadership that encouraged experimentation and