City Zoos Audience Research

Since 2017, we have conducted audience research at WCS’s three city zoos – Central Park Zoo, Prospect Park Zoo, and Queens Zoo. We use surveys and interviews to understand visitors’ backgrounds, motivations for visiting the zoos, and meaningful experiences and conduct timing and tracking studies to understand how visitors spend their time at the zoos. The results allow us to ensure that the visitor experience is fun, inspiring, and connects visitors to WCS’s mission to save wildlife and wild places. Results from our audience research have also been used to develop new research projects, inform marketing strategies, improve the visitor experience, and identify new audiences.

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