Wildlife Audience Atlas
The Wildlife Audience Atlas is the largest and most comprehensive survey undertaken into the size and make up of the market for wildlife attractions in Great Britain.
The survey was commissioned by the British and Irish Association of Zoos and Aquariums (BIAZA) and members to find out how they could engage with their audiences more effectively and to identify how well their commitment to conservation is understood by the public.
The Wildlife Audience Atlas provides a comprehensive analysis of the current and potential audiences for wildlife attractions, as well as identifying wider leisure habits, drivers and barriers for engaging with wildlife attractions, and public perceptions of the role that attractions play. Just over 5,000 individuals completed the survey and the data collected was carefully weighted to ensure it was fully representative.
Those surveyed for the Wildlife Audience Atlas are segmented using MHM's psychographic segmentation system, Culture Segments. This provides unprecedented in-depth psychographic understanding of the values and motivations of people in the market for wildlife attractions.