Peak Season Market Research Onsite Guest Intercept Surveys August 11, 2015 prepared by:

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.


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


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


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


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


Overall Satisfaction of Zoo Aspects

Question: Please tell us your overall satisfaction with each of the following aspects of your experience:


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?


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.


Zoo Employee Interaction

Average

9.4

9.3

9.4

13

Minnesota Zoo

Internet

TV

Facebook

Email

Radio

Word of Mouth

Newspaper

Previous Visits

Instagram

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.


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.


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.


Members

Non-Members

Cumulative

0% 20% 40% 60% 80% 100%

64%

73%

69%

36%

27%

31%

Yes No

18


Question: Did you learn anything new today about what YOU can personally do to save wild animals?


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.


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%).


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.


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%


21

Minnesota ZooNumber of People Visiting the Zoo

Question: Which of the following are in your group today?


Adult men

Adult women

Children < 18

0% 20% 40% 60% 80%

44%

79%

66%

48%

72%

45%

47%

75%

54%


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:*


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:*


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%


Minnesota ZooCommunication

Question: Would you like to receive regular communication from the Zoo related to events, exhibits or other special features?


Yes11%

No89%


Peak Season Market Research Onsite Guest Intercept Surveys August 11, 2015 prepared by:

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