Peak Season Market Research
Onsite Guest Intercept Surveys
August 11, 2015
prepared by:
Minnesota Zoo
Onsite intercept surveys were conducted with Minnesota Zoo attendees between the dates of July 1st and July 23rd, 2015. Over that time frame 400 completed surveys were collected throughout the park utilizing Apple iPads. The survey instrument covered a variety of topics including attendee demographics, reasons for visiting, satisfaction ratings and Zoo information sources among other topics.
The following slides present the summary results of this research. Where appropriate, the data has been grouped to highlight similarities and differences between Zoo members and non-members as well as to show how each group compares to cumulative results.
Research Overview
2
Minnesota ZooKey Findings
3
• Respondents were comprised of approximately 43% Zoo members and 57% non-members (slide 4)
• Approximately 40% of non-member survey respondents lived more than 50 miles from the Zoo (slide 5)
• When rating the overall satisfaction with their visit, just 5% of all respondents indicated a low (1 thru 6) rating (slide 7)
• When asked how likely they would be to recommend the Zoo, approximately 82% of members and 66% of non-members indicated a High (9 or 10) rating (slide 8)
• Time spent in ticket lines and Employee courtesy received the highest satisfaction ratings among the Zoo services tested (slide 10)
• Approximately two-thirds of all respondents indicated having interacted with a Zoo staffer during their trip – of these over 80% of each survey group provided High (9 or 10) ratings (slide 12)
• When asked what they would be most likely to share about their visit, respondents most frequently indicated Animal interactions and Animal behaviors (slide 21)
Minnesota Zoo
Yes43%
No51%
Another member of party is a member6%
Membership Status
Question: Are you a Minnesota Zoo member?
4n = 400
Minnesota ZooRespondent Zip Code Data
Question: What is your residential zip code:
n = 229
Approximately 40% of respondents lived 50 miles or more from the Minnesota Zoo.
Percent of Number of Distance From Minnesota Zoo Respondents Respondents
0 to 10 miles 21% 4711 to 25 miles 27% 6126 to 50 miles 12% 2751 to 100 miles 11% 25101 to 200 miles 1% 2201 or more miles 0% 0Total Minnesota Residents 71% 162
Non-Minnesota ResidentsUp to 150 miles 4% 9151 to 300 miles 9% 20301 to 450 miles 5% 11451 to 600 miles 2% 5601 to 750 miles 0% 1751 to 900 miles 1% 2901 to 1,050 miles 1% 31,051 to 2,000+ miles 1% 2Total Non-Minnesota Residents 23% 53
International Visitors 3% 6
Refused/Invalid Entries 3% 8TOTAL 100% 229
*NOTE: Zoo members were not asked this question 5
Minnesota ZooReason for Visit
Question: Were any of the following the PRIMARY reason you visited the Zoo today?
For both survey groups, the primary reason given for visiting the Zoo was to spend time with friends/family. Those that came to the Zoo to see a specific
animal or event mentioned monk seals most often.
n =Members = 171Non-Members = 229Cumulative = 400 6
Time w/ friends/family
See animals (generally)
Enjoy a day outside
Children's entertainment
Specific animal/event
Fun, educational outing
Other
None of the Above
0% 10% 20% 30% 40% 50%
35%
11%
17%
16%
12%
5%
4%
1%
44%
18%
13%
10%
6%
7%
1%
1%
40%
15%
14%
12%
9%
7%
3%
1%
Cumulative Non-Members Members
Minnesota Zoo
Members
Non-Members
Cumulative
0% 20% 40% 60% 80% 100%
70%
59%
64%
27%
35%
32%
3%
6%
5%
High (9-10) Medium (7-8) Low (1-6)
Overall Zoo Satisfaction
Question: On a scale from 1 to 10, where 1 is 'Poor' and 10 is 'Excellent', please rate your overall satisfaction at the Zoo today:
In general, Zoo member respondents were the more satisfied group with
approximately 70% of guests indicating a High overall satisfaction rating of 9 or 10.
Both groups provided positive average ratings ranging from 8.6 to 9.1 out of 10.
Net Promoter Scores - promoters (high %) less detractors (low %) – ranged from 53%
for non-members to 67% for member respondents.
n =Members = 171Non-Members = 229Cumulative = 400
Average
8.6
9.1
8.8
7
Minnesota Zoo
9.4
8.8
9.0
Members
Non-Members
Cumulative
0% 20% 40% 60% 80% 100%
82%
66%
73%
16%
24%
21%
2%
10%
7%
High (9-10) Medium (7-8) Low (1-6)
Likelihood to Recommend Zoo
Question: Based on your trip today, on a scale from 1 to 10, where 1 is 'Very Unlikely' and 10 is 'Very Likely', how likely are you to recommend the Zoo to family and friends?
Zoo members were significantly more likely to recommend the Zoo to friends and family as compared to non-members.
n =Members = 171Non-Members = 229Cumulative = 400
Average
8
Minnesota ZooAllocate Zoo Donations
Question: If you were to make a donation of $100 dollars to the Minnesota Zoo, what would you spend it on:
The two areas that received the highest donation amounts were Animal care and new exhibits.
n =Members = 171Non-Members = 229Cumulative = 400 *Note: The chart above shows average donation for each Zoo area. 9
Animal care
New Exhibits
Save animals around world
Improve existing exhibits
Save animals in Minnesota
Ed. programs at Zoo
Ed. programs in community
$0 $5 $10 $15 $20 $25 $30
$30
$24
$14
$15
$9
$6
$3
$27
$23
$17
$12
$10
$8
$4
$28
$23
$15
$14
$9
$7
$4
Cumulative Non-Members Members
Minnesota Zoo
Time in ticket line
Employee courtesy
Cleanliness of facilities
Food service
Retail stores
1 2 3 4 5 6 7 8 9 10
9.5
9.3
8.8
8.1
8.4
9.4
9.2
8.7
8.0
8.2
9.4
9.3
8.8
8.1
8.3
Cumulative Non-Members Members
Overall Satisfaction of Services
Question: Using the scale below, please tell us your overall satisfaction with each of the following SERVICES you experienced today:
In general, all concepts received positive average ratings with none of the tested
services receiving an average ratings below 8.0 on a 10-point scale. Time in the ticket line and Employee courtesy received the highest ratings across groups. Respondents that rated any of
the tested services below a 7, most often mentioned issues with food quality and cost.
Very Unsatisfied Very Satisfied
n =Members = 171Non-Members = 229Cumulative = 400 10
Minnesota Zoo
Animal care
Animal exhibits
Programs
Value
1 2 3 4 5 6 7 8 9 10
9.1
8.9
9.0
9.2
8.9
8.7
8.6
8.1
9.0
8.8
8.7
8.6
Cumulative Non-Members Members
Overall Satisfaction of Zoo Aspects
Question: Please tell us your overall satisfaction with each of the following aspects of your experience:
n =Members = 171Non-Members = 229Cumulative = 400
Very Unsatisfied Very Satisfied
Overall, Zoo members provided higher average ratings for each tested aspect of
their experience. The aspect that illustrated the largest gap between survey group results was Value where members
indicated an average rating of 9.2 compared to 8.1 for non-members.
11
Minnesota ZooZoo Employee Interaction
Question: Did you have any interaction with Zoo employees (excluding ticket takers) during your visit today?
n =Members = 171Non-Members = 229Cumulative = 400
Interactions with Zoo employees were similar across survey groups with
approximately two-thirds of each group having had an interaction that day.
Members
Non-Members
Cumulative
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
66%
63%
64%
35%
37%
36%
Yes No
12
Minnesota Zoo
Members
Non-Members
Cumulative
0% 20% 40% 60% 80% 100%
83%
81%
82%
15%
19%
17%
2%
1%
High (9-10) Medium (7-8) Low (1-6)
Question: On a scale from 1 to 10, where 1 is 'Poor' and 10 is 'Excellent', how would you rate your satisfaction with your Zoo employee interaction(s)?*
*Note: Only respondents who indicated they had an interaction with a Zoo employee received this question.
Respondent satisfaction with their Zoo employee interactions were largely
positive across survey groups. In fact, only 2 total respondents indicated low
(1-6) scores.
n =Members = 112Non-Members = 144Cumulative = 256
Zoo Employee Interaction
Average
9.4
9.3
9.4
13
Minnesota Zoo
Internet
TV
Radio
Word of Mouth
Newspaper
Previous Visits
0% 10% 20% 30% 40% 50% 60% 70%
63%
38%
33%
39%
21%
19%
21%
12%
5%
56%
46%
33%
17%
26%
23%
13%
10%
13%
59%
43%
33%
27%
24%
21%
16%
11%
10%Cumulative Non-Members Members
Media/Ad Sources
Question: Which of the following media/advertising sources do you use most frequently to get information about issues that interest you? (Select up to 5)
Note: Only those sources that were indicated by at least 10% of cumulative respondents are included in the chart.
The Internet was most often indicated across both groups as the source that respondents
most frequently use to get information about issues that interest them.
n =Members = 171Non-Members = 229Cumulative = 400 14
Minnesota ZooLearn More about Zoo’s Efforts
Question: How would you most like to learn about the Zoo's efforts to save wildlife: (please select up to 3)
Responses for this question varied widely across survey groups. Zoo member
respondents most frequently indicated the Zoo website and Zoo emails as the sources from
which they would most like to learn about Zoo efforts while non-members most often
mentioned Social media and Staff at the Zoo.
n =Members = 171Non-Members = 229Cumulative = 400
Zoo's website
Staff at Zoo
Emails from Zoo
Facebook/Twitter/etc
Graphics at Zoo
Event/program at Zoo
Television
Public news article
Volunteer at Zoo
Radio discussion
Zoo newsletter
0% 10% 20% 30% 40%
39%
19%
40%
12%
19%
18%
12%
8%
13%
10%
15%
19%
22%
7%
26%
18%
14%
18%
18%
15%
14%
8%
28%
21%
21%
20%
19%
16%
15%
14%
14%
12%
11%Cumulative Non-Members Members
15Note: Only those sources that were indicated by at least 10% of cumulative respondents are included in the chart.
Minnesota ZooZoo Impact on Wildlife
Question: Can you name one activity or project that the Minnesota Zoo is doing to save wildlife? (open-ended)
The word cloud above was generated using the cumulative open-ended comments received from this question.
n =Cumulative = 400 16
Minnesota ZooZoo Improvements
Question: What, if anything, could we have done better today? (open-ended)
n =Cumulative = 181 17
The word cloud above was generated using the cumulative open-ended comments received from this question.
Minnesota ZooZoo Impact
Question: Thinking about your visit today at the Zoo, did you learn anything new about the importance and impact of efforts to save wild animals?
Non-members (73%) were slightly more likely than members (64%) to indicate that they learned something new that
day about the importance and impact of efforts to save wild animals.
n =Members = 171Non-Members = 229Cumulative = 400
Members
Non-Members
Cumulative
0% 20% 40% 60% 80% 100%
64%
73%
69%
36%
27%
31%
Yes No
18
Minnesota ZooZoo Impact
Question: Did you learn anything new today about what YOU can personally do to save wild animals?
n =Members = 171Non-Members = 229Cumulative = 400
Members
Non-Members
Cumulative
0% 20% 40% 60% 80% 100%
48%
57%
53%
52%
43%
47%
Yes No
19
Similarly, non-members (57%) were slightly more likely than members (48%) to indicate that they learned something new that day that they could personally
do to save wild animals.
Minnesota ZooZoo Impact
Question: After today will you change any of your own behaviors to help save wild animals?*
*Note: Asked only of those respondents who indicated they did learn something new about what they can personally do to help save wildlife.
Nearly three-quarters of member respondents for this question indicated
that they would change their own behaviors to help save wild animals compared to less than half of non-
member respondents (47%).
n =Members = 82Non-Members = 131Cumulative = 213
Members
Non-Members
Cumulative
0% 20% 40% 60% 80% 100%
73%
47%
57%
27%
53%
43%
Yes No
20
Minnesota ZooMost Likely to Share
Question: If you were asked about today's Zoo visit, what would you be most likely to share about your visit? (please select all that apply)
An animal interaction or animal behavior was most frequently
mentioned by both survey groups as what they would be most likely to share
about their visit.
n =Members = 171Non-Members = 229Cumulative = 400
Animal interaction
An animal behavior
A family story
Learning about an-imals
Interaction w/ employee
Other
0% 10% 20% 30% 40% 50%
39%
34%
33%
24%
11%
6%
46%
38%
26%
23%
6%
3%
43%
37%
29%
24%
8%
4%
Cumulative Non-Members Members
21
Minnesota ZooNumber of People Visiting the Zoo
Question: Which of the following are in your group today?
n =Members = 171Non-Members = 229Cumulative = 400
Adult men
Adult women
Children < 18
0% 20% 40% 60% 80%
44%
79%
66%
48%
72%
45%
47%
75%
54%
Cumulative Non-Members Members
22
Minnesota ZooRespondent Residency
Question: Which of the following best describes you?*
*Note: This question was only asked of non-members.
Nearly half (approximately 47%) of all non-member respondents were from outside of the Minneapolis-St. Paul
metropolitan area.
n =Non-Members = 229
Metro Area resident
US outside MN
Minneapolis resident
Elsewhere in MN
Saint Paul resident
International visitor
-10% 0% 10% 20% 30%
25%
24%
19%
19%
9%
4%
23
Minnesota ZooRespondent Age & Ethnicity
Question: Please select the range below that includes your age:*
n =Non-Members = 229
Question: Please select your ethnicity: (please select all that apply)*
< 18
18-24
25-29
30-39
40-49
50-59
60-69
70+
Declined
-10% 0% 10% 20% 30%
14%
29%
14%
19%
11%
7%
4%
2%
1%
Caucasian/White
Asian/South Asian
Native American
Hispanic/Latino/a
African/African Amer-ican
Multiracial
Other
Declined
0% 20% 40% 60% 80% 100%
84%
3%
3%
2%
1%
1%
2%
7%
24*Note: This question was only asked of non-members.
Minnesota ZooRespondent Education & Income Level
Question: Please select your education level:*
n =Non-Members = 229
Question: Please select your family/household income:*
Some school
HS graduate
Some college
College graduate
Grad school
Declined
0% 10% 20% 30% 40%
11%
14%
23%
33%
15%
3%
< $20k
$20k<$30k
$30k<$40k
$40k<$50k
$50k<$75k
$75k<$100k
$100,000+
Declined
-10% 0% 10% 20% 30%
6%
9%
7%
4%
16%
13%
21%
24%
25*Note: This question was only asked of non-members.
Minnesota ZooCommunication
Question: Would you like to receive regular communication from the Zoo related to events, exhibits or other special features?
n =Non-Members = 229
Yes11%
No89%
26*Note: This question was only asked of non-members.