The Solution

ZSL Whipsnade Zoo averages c.470,000 visitors per year which is made up of paying individuals, members, groups and educational visits. The aim is to grow visitor numbers consistently beyond 500,000 over the coming years. ZSL were searching for a consultative partner to support them in benchmarking existing performance and support developing the master plan for the zoo. This included the need to understand the current and future catchment, market size, their visitors, competitor impacts and recommendations on a market strategy for zoo Market SMS commissioned a two week market research survey at Whipsnade Zoo to interview visitors, about the reasons for their visit, including; zoo facilities, their views on future attractions, as well as using Whipsnade’s ticket sales information and other statistics. 

This market research and Whipsnade data was profiled by Acorn, Market SMS’s market leading geodemographic segmentation to understand members versus non-members and those groups with the highest propensity and frequency of visit, along with determining the zoo’s catchment. 

Market SMS reported on the findings and made strategic recommendations. For example, on marketing the best zoo attractions to increase visitor numbers, battleground areas to engage the competition and understanding current market performance versus the total opportunity.ttractions and the successful growth of its market share.