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Qualitative Report - June 2009 –
Created by Synovate
Innovation Norway –Exploring Motivations For Nature Based Holidays
Objectives
The overall objective is to understand the core motivations for choosing a
holiday with nature
More specific objectives include:
• Identifying different consumer segments based on emotional motivations
for choosing a nature holiday
• Understanding how best to communicate to each motivation segment
• Understanding key language and images that each motivational
segment identifies with
• Describing key activities that each motivation segment may prefer
• Evaluating Innovation Norway’s concept platforms
• Understanding the brand context that Norway is operating within
Methodology
• Four 4 hour group discussions were held in London, UK using the Censydiam method of Qualitative Research
• A number of projective techniques were used in order to gain valuable insight into how holidays close to nature fit into the consumer’s world
• Then we seek to understand what drives the consumer – to understand how people are motivated differently towards holidays close to nature
• We will use a consistent framework to describe the world of holidays close to nature which will:• Structure our understanding• Use uniform language • Allow for understanding of sample differences• Allow for understanding of competitors• Give clear frame of reference for strategic
direction especially in terms of communication
Censydiam uncovers underlying emotional motivations for taking holidays with an element of nature
Holidays in Norway have an image of solitude amongst wide expanses of nature and is seen to lack warmth and an emotional pull
Through use of extensive projective techniques Censydiam allows us to get beneath the rational motivations to unearth emotional drivers to go on these types of holidays
Censydiam exhaustively explores all motivations for going on holidays with an element of nature and fully profiles each of these areas
Censydiam develops a framework of reference to understand holidays with an element of nature on which the motivational areas can beplotted as well as competing countries and the concept platforms. This allows us to identify areas of opportunity
Censydiam qualitative can not quantify the motivational areas but we can provide a directional idea of which are most prevalent
The Client Brief: Business Objectives 8 basic motivations 8 basic ways of experiencing something
Enjoyment
Connecting
Belonging
Security
Control
Recognition
Source: Censydiam InstituteUniversity of Antwerp
Power
Vitality
Self
Others
Liberate
Control
Brands That Sum Up These Positions
EnjoymentEnjoyment
ControlControl
BelongingBelongingPowerPower
SecuritySecurity
ConvivialityConviviality
RecognitionRecognition
VitalityVitality
• An Escape
• A break from everyday life, the grind and
monotony of day-to-day life
• Leaving behind the fixed pattern and throwing
oneself in something different
• Discovering something new and different
• Freedom to re-charge oneself
• Gaining new energy and inspiration in order
to deal with the responsibilities and
obligations of everyday adult life
• A unique opportunity to indulge yourself
• A treat for the achievement of the hard work
people have done througout the year
Holidays are ‘An Escape’
“I feel at peace and after living in London where the pace of life is literally maybe ten times more and that is
what we go for, the escape”(Older Females)
“It’s freedom. Somewhere to go where there’s not a McDonalds, there’s no
takeaway or a bar, time out of my comfort zone into
somewhere that’s freedom for me ” (Older Males)
There is consumer need to escape on holiday… for release from adult life
Everyday normal adult life is felt to be:
• Hectic
• Monotonous
• Boring, unexciting, dull
• Unhealthy
• Far from nature
• Restricting due to responsibilities
• Compromised: Have to do things for
others
• Stressful: Facing many situations which
are out of your control
• Difficult
“It’s getting away from it all…no bills, no kids
waking me up. Escaping”(Younger Males)
Nature holidays provide new energy to go on a journey to discover your true self - as a child would
On holiday one feels rejuvenated and can once again enjoy the journey of self-discovery:• Desire to explore• Freedom to express extreme emotions
e.g. wonder, joy, humour• Desire to make new achievements• Making new friends • Creating new memories – without
looking ahead or recalling the past• Acquiring new knowledge to improve
yourself• Freedom just to enjoy the
company of others• Eat, drink, rest, sleep on my terms
Holidays with nature offers the freedom for different journeys of self-discovery
Self-accomplishment • Discovering if you are capable of beating
the strength of the natural elements• Improving oneself physically and mentally
Physical and Spiritual health & well-being• Nature offers the peace for an introverted
and reflective self-discovery• Nature provides a harmony which helps to
satisfy, soothe, relax and pamper • Focusing on the your place in the world and
contemplating higher beings
Freedom to indulge the basic need to understand our environment• Broadening horizons, increasing number of
experiences
A return to everyday adult life
People want more out of a nature holiday than just a break e.g. beach holiday
People hope they will have discovered more about themselves and have become a better person as a result• Healthier• More experienced• More knowledgeable • Achieved more• More friends• Better parent• More interesting
People want to feel fulfilled – to know themselves better and feel more equipped with daily life
“You would feel fulfilled, your wants and desires fulfilled…you would hopefully feel energised…
almost like the cobwebs have been blown away and you’re
starting fresh again. Your stress levels have gone back down to
near zero and you’re feeling recharged” (Younger Males)
Core elements of holidays with natureEscape or release from everyday adult life
• Everyday life is overwhelming, difficult, confusing, hectic and stressful
Freedom to be yourself with few constraints• Few responsibilities• No need to ‘put up a front’• Enjoying the moment
• No need to worry about past or future
Self-Discovery• Self-accomplishment: Improving
oneself, challenging oneself, going out of one’s comfort zone, exploring one’s surroundings
• Physical and spiritual well-being: sensing one’s minor position, pampering oneself, reflecting on oneself, reconnecting to own body
n=Nature Holidays
Escape to Self-Discovery
Key Learning: Each consumer will be looking to go on their own personal journey of self-discovery
Why use a framework?
The frame gives a consistent language
and structure to understand the
motivational strategies used by
people to satisfy their needs in
holidays with an element of nature
and ultimately in holidays in Norway.
Within the frame we have identified 8 key
motivations which give us insight into
how consumers approach holidays with an
element of nature as well as their priorities
and needs:
This will then help prioritise decision
making by
Holiday with nature frame Vertical axis
ReleaseThe vertical
dimension refers to the way in which the individual interprets
and manages holidays
I seek new experiences
I want to feel ‘release’
Meeting new people, new activities, new surroundings
Doing something I wouldn’t normally do
I seek familiar experiences
I have limited holidays and want to achieve something during my
holiday
I want to restore and heal myself
I want to learn more and become a more knowledgeable person
n=Nature Holidays
Escape to Self-Discovery Giving
Reassurance
Achievement
Holiday with nature frame Horizontal axis
I want to achieve goals on my holidays
I want to challenge myself to become a better person
I want to feel more confidence in myself
I want to feel in harmony with myself, nature and others i.e. family and friends
I want to give time and energy to myself and others on holiday
I want to reconnect with myself, friends and family on holiday
n=Nature Holidays
Escape to Self-DiscoveryAchievement Giving
Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen
Forutsigbarhet og kontroll
Teste grenser, nåmål og føle
stolthetAnerkjennelse,
berikelse og ny kunnskap
AchievementGiving
Reassurance
Release
Sette egne behov til
side
Nye krefter og ny energi
Slippe seg løs / ha det
moro
Integrasjon
Trekke seg
tilbake
Anerkjennelse
Søke seg ut
Fellesskap med andre
Ferier nær naturen
Klarhet, stillhet og sinnsro
Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen
Forutsigbarhet og kontroll
Forsikring
Frigjøring
Slippe seg løs / ha det
moro
Ferier nær naturen
Jeg vil slippe meg løs og ha mye moro!
Spontanitet
Uventet
Moro
Adrenalin
Forløsning, frigjøre seg
Glede
Feire
Spenning
Risiko
Ingen anger
Slippe seg løs
Grip dagen
Kommunikasjon med slippe meg løs og ha det moro
Jeg vil ha forutsigbarhet og kontroll
Bestille
Kundeservice
Lav risiko
Organisert
Planlagt
Ikke noe stress
Forsikre
Reiserute
Garanti
Likesinnede mennesker
Strukturert
Kommunikasjon med forutsigbarhet og kontroll
Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen
Teste grenser, nåmål og føle
stolthet
Individuell prestasjon Oppofrelse
Sette egne behov til
sideFerier nær naturen
Jeg vil sette mine egne behov til side, jeg vil glede de som står meg nær!
Tilhørighet
Varme
Kjærlighet
Familie
Dele
Omsorg
Kvalitetstid
Se gleden i øynene til dine kjære
Kommunikasjon med glede andre og sette egne behov til side
Jeg vil teste meg selv og nå nye mål, jeg nyter stolthetsfølelsen når jeg har overvunnet naturen!
Utfordring
Stolthet
Belønning
Ekstrem
Risiko
Fysisk
Dramatisk
Fare
Konkurranse
Suksess
Teste grenser
Føle at du lever
Prestere
Kommunikasjon med teste grenser, nå mål og føle stoltheten etterpå
Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen
Anerkjennelse, berikelse og ny kunnskap
Integrasjon
Anerkjennelse
Fellesskap med andre
Ferier nær naturen
Jeg vil dele opplevelser og føle fellesskapet ogkameratskapet med de jeg reiser sammen med!
Livlig
Harmoni
Fellesskap
Tilhørighet
Varme
Vennskap
Småprat
Dele
Knytte vennskapsbånd
Støtte
Kommunikasjon med fellesskap og kameratskap
Jeg søker anerkjennelse hos andre, ny kunnskap, berikelse og vil utvide horisonten i ferien!
ForbedreLære OppdageUtvide horisontenLokalKulturellInnfødtLevesettAnnerledesUnikFascinereAutentisk
Kommunikasjon med anerkjennelse, berikelse og ny kunnskap
Trek
ke se
g tilb
ake
Søke seg ut
Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen
Nye krefter og ny energi
Ferier nær naturen
Klarhet, stillhet og sinnsro
Jeg søker naturlig terapi; hvile og avslapning, stillhet og sinnsro i ett med naturen!
Skjem deg bort
Fred
Stillhet
Ro
Avslappet
Belønning
Komfort
Spirituell
Forgodtbefinnende
Tid for deg selv
Velvære
Fundere, gruble, meditere
Reflektere
Kommunikasjon med klarhet, stillhet og sinnsro
Jeg vil føle at jeg har fått nye krefter, er oppkvikket og uthvilt. Jeg nyter følelsen av å få ny energi fra naturen
Kommunikasjon med nye krefter og ny energi:La naturen gi deg ny energiUtforskeVariert naturVarierte naturopplevelserMangfoldig naturForfriskendeStimulerendeNye krefterRevitalisertOppfriskendeFå nytt liv – bli født på nyLade batterieneUngdomskildenRegenerereÅpent landskap – enorme naturområderAnerledesNy
Visiting Norway
Diversity of nature and variety
of ways to enjoy it
Unique experiences: Fjords,
Northern Lights, ice hotels
Different from the norm and
therefore undiscovered and
unspoilt
Vitality of nature
Not too far
Associated with certain type of
tourist: refined, middle class
• Expense: especially accommodation, food & drink
• The climate• Lack of knowledge/familiarity
leading to uncertainty: - What to see, what to do- How long do I go for- What is the culture like?- What food do they eat?
• Northern Lights not guaranteed• Not family orientated• Associated with certain type of
tourist: refined, middle class
Norway: The holiday experience
Associations: Fjords, Northern Lights, Fishing, Intelligent, Linguists – perfect English, high standard of living, clean, Eurovision, Vikings
Holiday knowledge: Nature, Northern Lights, Fjords, expensive, unspoilt nature
Holiday values: Relaxation, invigoration, undiscovered, unspoilt, not well-trodden, different as it is not a common tourist destination for those in UK
Brand image: Fresh, clean, healthy and fit. Sophisticated and refined but friendly and open. An outdoors type e.g. likes fishing, hiking, hunting
“It’s similar to New Zealand, you’ve got great scenery, mountains and wide open spaces” (Younger Males)
Norway has an image of possessing unspoilt and undiscovered nature. Finding Norway before others do is a motivating notion
Sweden: The holiday experience
Associations: Abba, Ikea, good
looking people, cleanliness, high
quality of life
Holiday knowledge: City
(sightseeing, shopping, bars,
restaurants) as well as nature,
expensive
Holiday values: Excitement, learning,
invigorating
Brand image: Sophisticated, stylish,
intelligence, fashion, self-confident
“Sweden is younger (than Norway), very confident and very open and friendly. It’s trendier” (Older Females)
The city break offer in Sweden dominates the nature aspect of the destination. Norway has a stronger ‘nature’ offering
Wales: The holiday experience
Associations: Snowdon, harsh nature, pubs
Holiday knowledge: Mountains, glacial areas, walking, hiking, trekking, climbing
Holiday values: Invigoration, stimulation, challenge, adventure
Brand image: Fit and strong, weathered, not wealthy but not materialistic, genuine, proud, good natured, tatty sweater
“It (Wales) offers the chance of seeing first hand evidence
of a period of time tens of thousands of years ago and seeing the physical impact of the Ice Age on our scenery”
(Younger Males)
Although Wales is not technically abroad, it is a trip for Londoners which competes with Norway emotionally
Iceland: The holiday experience
Associations: Cold, igloos and
Eskimos, little daylight, hot springs,
Bjork, desolate, suicide, alcohol
Holiday knowledge: Mountains,
harsh terrain, City break with hot
springs
Holiday values: Challenge,
conquering nature, invigoration
Brand image: Eccentric, young, wild,
ferral, outdoorsy, tomboy
“Iceland has hot springs…it’s desolate and you can do extreme sports there like
trekking and cross-country skiing” (Younger Females)
Norway’s strength over Iceland is that it can offer extreme nature as well as nature which appeals to the less adventurous
Denmark: The holiday experience
Associations: Pleasant, good humoured, intelligent, affinity with British people
Holiday knowledge: City, pubs, food, sightseeing
Holiday values: weekend break, relaxation, learning, education
Brand Image: Difficult for consumers to distinguish Denmark from other parts of Scandinavia
“You can enjoy pubs, seafood, canals... Its not a destination of choice.
Maybe a weekend break or a cruise” (Older Males)
Grouped together with Sweden as more of a city break. Norway hasstronger nature credentials
Finland: The holiday experience
Associations: Few clear associations• Helsinki, snow, cold, reindeer
Holiday knowledge: City, mountains, crisp, cold, fresh air
Holiday values: friends + relatives, business, stag/hen do
Brand Image: Consumers have a general lack of knowledge about Finland
“I don’t know much about Finland. I know the capital is Helsinki” (Younger Females)
Not perceived as a competitor for Norway. More of a place to go on business, see relatives or go on a stag do / hen party
Norway vs. competitor destinations
Norway is perceived to be a
nature holiday with cities to
visit
Norway has strength in being
slightly unknown less well-
trodden and therefore
undiscovered
Norway has dramatic nature
which can challenge but can
also be enjoyed more leisurely
• Sweden and Denmark are perceived more as a city break with nature
• Sweden and Denmark is not seen to be as unique a holiday experience – well-trodden paths
• Iceland is too extreme for all but the Conquering motivation
• Wales is not a holiday abroad • Finland is not well known
The fact that Oslo has less of an image as a city break than some competitors reinforces its ‘nature’ credentials
Brand Mapping - Country ‘centre of gravity’
n=Nature Holidays
Escape to Self-Discovery
Release
Achievement Giving
Reassurance
Denmark
Baltic States
Iceland
Wales
NorwaySweden
Norway
Norway
The unique nature will completely revive me. I can take in the unique natural views and experiences whilst breathing the
fresh, clean air. I will feel completely new again.
n=Nature Holidays
Escape to Self-Discovery
Release
Achievement Giving
Reassurance
Sweden offers city breaks to stimulate the mind but also nature
which can invigorate me. I can shop and eat in the city and
exercise and enjoy the nature
n=Nature Holidays
Escape to Self-Discovery
Release
Achievement Giving
Reassurance
Sweden
Sweden
Wales offers nature which one can either gain gentle
stimulation from or test oneself against some of the harshest
natural elements in UK.
Wales
n=Nature Holidays
Escape to Self-Discovery
Wales
Release
Achievement Giving
Reassurance
It is a challenge to conquer the harsh natural terrain of the
country. I feel personal achievement in visiting Iceland.
Iceland n=Nature Holidays
Escape to Self-DiscoveryAchievement
Iceland
Release
Giving
Reassurance
The Baltic capitals offer the opportunity to experience modern
history. There are historical buildings, cultural sites and local cuisine to experience. I can come
back and feel enriched. At the same time they are relatively
unknown and provide a challenge if you are to visit them
Baltic States
n=Nature Holidays
Escape to Self-Discovery
Baltic States
Release
Achievement Giving
Reassurance
The country offers city breaks which mentally stimulate. At the same time, the cities are seen as very sociable -
you can enjoy the bars and restaurants (similar to those in the U.K.) of
Copenhagen as well as try the local cuisine and see the sights.
n=Nature Holidays
Escape to Self-Discovery
Release
Achievement Giving
Reassurance
Denmark
Denmark
Mapping the concepts
n=Nature Holidays
Escape to Self-Discovery
Release
Achievement Giving
Reassurance
Experiences in nature
Winter with snow
Arctic experience
Local culture and history
Should be over here
could be moved over
here
Concept A
Experiences in natureExplore the diverse Norwegian nature with towering mountains
and open plains, narrow fjords, wild rivers, mountain ponds, lakes, vast forests and varied coastal scenery. Try one or several of the different activities available and explore the possibilities and diversity of the Norwegian scenery. The
Norwegian nature is also the perfect starting point for recreation. Enjoy the calm, relax your body and soul and unwind from your
hectic everyday life. Let nature give you new energy.
Strengths
• Appealing descriptive adjectives for nature e.g. towering, open, vast etc
• Emphasis on variety and diversity
• Unique nature experiences e.g. Fjords
• ‘Explore’ fits with invigoration motivation
• Relaxing, calm, unwind particularly appeal to older females and mothers
• ‘Let nature give you new energy’ is a very appealing statement for all
Weaknesses• Lacks element of enrichment
and sense of improving oneself• Lacks Norway’s USP of
Northern Lights
The strongest and most relevant concept. Concept communicates Norway’s key strengths as well as communicating the opportunity for
self-discovery and the new energy created as a result
Concept AA
Particularly appeals to Conquering segment
Dramatic scenery of Norway is effectively shown in this image. Grabs attention
Particularly appealing for Camaraderie segment
Particularly appealing images for Serenity segment
A very effective image. particularly for for the invigorating segment
Concept AB
Appeals to Exhilaration segment
A very effective image which shows a nature holiday as an escape which revitalises your mind and body
Particularly appeals to older segments
These images appeal more to the Conquering segment. Convey well the dramatic nature of Norwegian scenery
Concept B
Winter with snow: Experience the variety of the Norwegian winter landscape with
cross-country skiing, alpine skiing or activities in the snow without skiis. The activities are adaptable to all levels of skill, and you can explore untouched nature or try prepared tracks.
Strengths
• Untouched nature• Adaptable to all levels of skills
reassures those who are not confident
Weaknesses• This is understood to be a
skiing trip• As such excludes many from
this trip as skiing is perceived to be a sport for the fairly wealthy
• Could be anywhere even more likely to be Alps (Austria, Switzerland etc)
• Felt to be very difficult for Norway to beat competition by focusing on snow and skiing
• Activities without skis is not clear
• No mention of huskies or reindeer
• No mention of ‘Northern Lights’• Difficult for UK consumers to
think of a variety of winter landscapes – they assume just snow
This concept focuses too much on snow activities and as a result does not compete with the Alps (Switzerland, Austria etc)
Concept BAAppealing image as Reindeer are not commonplace in UK so is a unique winter experience
Intriguing image as there is a growing awareness of ice hotels in UK. Feels like it would be a unique holiday experience
Appealing snow experience – very different for people in UK
Conveys a fun snow activity. Appeals to Exhilaration segment Felt it could be showing anywhere in
the world which has snow
Concept BB
Reminds of Swiss Alps or Austria
Appeals to Giving segment due to the pleasure on the child’s face
Appealing image of the Northern Lights. Felt to be a USP for Norway
Felt it could be showing anywhere in the world which has snow
Intriguing image of glaciers. Informs and is a pleasant surprise that Norway has such dramatic natural phenomena
Concept C
Arctic experiencesExperience the contrasts of the arctic nature. In winter you can
experience snow, dramatic weather, northern lights and crisp days with blue lights. In summer, the midnight sun lights up the
summer sky.
Strengths
• Mentions the Northern Lights• Gives the choice of summer or
winter trip• Sense of challenge and danger
which appeals to Conquering motivation
• ‘Midnight sun’ would intrigue if worded better
Weaknesses• Arctic sounds far too cold for
UK consumers • The benefits of nature are not
communicated• The enrichment motivation is
not present – there is no element of learning/culture
• The midnight sun is not fully understood from this description
• The benefits of going in the summer are not fully communicated
• The term ‘blue lights’ does not work in here – people assume it means the sky is blue as usual
• The term ‘dramatic weather’puts off all but the ‘conquering motivationThis concept sounds far too ‘cold’ for the UK consumers seeking an
escape from the British climate. Appeals to the Conquering segment
Concept CAAppealing image for Serenity and Invigorating segments. Felt to show the dramatic Norwegian scenery in an appealing way.
Is not felt to show Norway but could be anywhere
This image is not conveying a clear enough message
Appeals to the Conquering motivation and also Enriching as it is seen as either survival holiday or learning about indigenous culture
Concept CB
Appealing images of the dramatic Norwegian scenery
A striking and appealing image of the spectacular Northern Lights
No clear message is being conveyed through this image
If people are familiar with the Midnight Sun it is understood but otherwise it is understood to be sunset or sunrise and hence not particularly motivating
Appealing image for Enriching segment as they are interested in seeing how the locals live
Whale watching is not felt to be a main reason for travelling to Norway
Concept D
Local culture and history: Experience charming Norwegian villages, sample the local cuisine and learn about local culture and history. The cities in
Norway offer a wide range of cultural appeal, shopping, restaurants, culture and history, all on nature’s doorstep.
Strengths
• All segments want an element of this in their holiday
• The word ‘villages’• Local cuisine intrigues but
Norwegian food is not well-known
• ‘On nature’s doorstep’ makes the nature feel very accessible
• Restaurants and shopping appeals to younger females
Weaknesses• This is understood to be a
cultural trip only • Culture and history is more
readily associated with places like Rome, Athens and the UK
• Overlooks the nature element too much
• No mention of Norway’s perceived USPs i.e. the Northern Lights and the Fjords
• Desire for more of a description of what nature is close by
Focusing on Norway’s culture and history misses Norway’s key strength of nature and makes it difficult to compete with other locations
Concept DA
Image informs as many are not aware that Munch is Norwegian
An appealing image for invigorating segment. Feels like one would be able to connect to nature. Does not fit with culture and history.
Appealing image for Giving segment
This image informs and sparks desire to know more about Norwegian local culture
Felt it could be anywhere –possibly Italy, Greece or French Riviera
Unclear image of food – people unsure what it is and are not familiar enough with Norwegian cuisine to guess
Concept DB
Reminds of Hong Kong/Asia
Knowledge of local culture / dress appeals
Appealing image for Giving segment
This image informs and offers chance to see local way of life appeals
Often not immediately understood
Mapping images
n=Nature Holidays
Escape to Self-Discovery
Release
Achievement Giving
Reassurance
Mapping images
n=Nature Holidays
Escape to Self-Discovery
Release
Achievement Giving
Reassurance
Mapping images
n=Nature Holidays
Escape to Self-DiscoveryAchievement
Release
Giving
Reassurance
Optimum Offering – Retain invigoration
1. Norway’s USP – physical and mental rejuvenation
2. Physical activities refresh the body and mind
3. Nature waking up the senses, nature giving you fresh energy
Optimum Offering – Invigoration + exhilaration and camaraderie
1. U.K. holiday makers are looking for a more fun, sociable experience from their holidays
2. They want to share experiences with other people and feel uncomfortablebeing alone in nature
3. Looking for social events to talk about their experiences – allows them to relax and develop new friendships
4. Good food and drink helps to lubricate conversation and delivers a sense of fun which allows them to let themselves go
Optimum Offering – Invigoration + exhilaration and camaraderie + Enrichment
1. Enrichment is a key element of self discovery that people are looking for in a holiday with an element of nature
2. People want to improve themselves and become better people as a result of going on holiday – they want their peers to be impressed by their knowledge
3. Learning new things makes them feel young and gives their lives purpose –makes them feel that life (and their life) is extensive and varied
4. Experience or learn about indigenous way of life• Try local cuisine• Understand local history• Learn about local wildlife e.g. animals, fauna
Our curiosity is all yours.Thank you.