Zoos and wildlife attractions

Cause-led wildlife attractions – whether nature reserves, zoos, aquariums, safari parks or bird centres – know the importance of longer-lasting and more rewarding connections with their visitors and supporters.

Our unparalleled knowledge of the size and structure of the market, deep insight into current and potential visitors and powerful psychographic segmentation means we can unlock the value in our wildlife clients' audiences.

We have undertaken research with wildlife audiences in the UK, New Zealand and USA so we understand the market better than anyone. Our whole-market analysis for the British and Irish Association of Zoos and Aquariums is the largest study of its kind. It offers BIAZA members unprecedented insight into who visits, who supports, what drives the market and public perceptions of wildlife organisations.   

Our formative testing for Chester Zoo's Islands revealed surprises about those in the market, the key requirements for a satisfied visitor and crucial pricing consideration, helping the Zoo smash its ambitious visitor and membership targets.  Read our case study here.

Jo is a founding Director of Morris Hargreaves McIntyre and specialises in strategic planning and...

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Wildlife Audience Atlas

Visitor 360° rolling research

Proposition Testing

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Identifying the market for Islands at Chester Zoo

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Knowsley Safari

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Wildfowl & Wetlands Trust segmentation