How qualitative communication research helps two Libéma animal parks develop new positioning
Do you know all the zoos and animal parks in the Netherlands? Probably not all of them. There will probably be some parks that you have fond memories of. Or parks where certain associations come to mind, such as exotic animals that have stayed with you or the appearance and atmosphere of the parks. The supply of zoos and animal parks in the Netherlands is quite large. Together they welcome millions of visitors every year. But what makes one zoo different from another? The question then is how to position yourself as a zoo in order to stand out in the market and get visitors your way. First, it is important to find out if you are in tune with your target audience. This can be done very well using qualitative communication research.
Challenge
Two Libéma animal parks, Dierenrijk and Safaripark Beekse Bergen, are in the process of developing new positioning. They want current guests to find the positioning appropriate and new guests to experience the positioning as attractive. Through qualitative research, we tested which of the developed concepts does this best and came up with an advice to sharpen the concept ideas for a new positioning.
Vision
Online research with a wide spread of target audience
For this positioning study, Blauw conducted interviews with various target groups in the Netherlands and Flanders over several half-day sessions. All interviews were conducted via MS Teams. One of the advantages of conducting online research is that we could easily talk to people from various corners of the Netherlands, as well as (potential) visitors from Flanders. In addition, it is very easy for our clients to watch all conversations (anonymously).
Solution
So what do we discuss?
During the interviews, we first explore spontaneous needs/associations, how people view zoos, and then we move on to the Libéma zoo in question.
Following that, we rotationally evaluate different concepts. We pay attention to 1st reactions, appreciation, degree of recognition and connection to needs among respondents. We also include brand values of the parks to see to what extent respondents link them to the concepts.
Because we spread the fieldwork over several days, Dierenrijk and Safaripark Beekse Bergen had the opportunity to hone the concepts in between. This allowed Libéma to continue developing during the fieldwork and thus get the most out of the research.
Result
How has Libéma been helped now?
After the interviews, we conducted an extensive analysis to see which concepts fit best and which have the most potential for the zoos. With the results of the research, Dierenrijk and Safaripark Beekse Bergen can now focus on the further elaboration of their positioning and the development of communication expressions. We have already conducted a concept test for Beekse Bergen. This made good use of the insights from the positioning study and will allow Libéma to further roll out the communication.
Want to know more about our communication research? Read more here
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