Agile and Informed: Unlocking the Power of Exit Surveys, with V&A Dundee and RZSS
Background
Market research is a critical element for businesses aiming to stay competitive and customer-focused. Among the many tools available, exit surveys are a particularly valuable method of capturing real-time customer feedback at key points in their journey.
Scotinform manages post-visit exit surveys for a range of clients. Typically these surveys are conducted on site or immediately after the visit throughout the year. Our case study here focusses on two clients; the Royal Zoological Society of Scotland (RZSS), who manage Edinburgh Zoo and Highland Wildlife Park, and V&A Dundee.
Purpose
The programmes are year-round – and so is the data. One of the biggest advantages of ongoing exit surveys is the ability to pull data and analyse it whenever needed. This flexibility means you don’t have to wait for a quarterly or annual report to start making informed decisions.
We have selected several recent examples of requests for specific insights to illustrate how Scotinform supported our clients to answer immediate questions and inform strategy.
Methodology
Edinburgh Zoo is a prime example of how smart organisations can leverage exit survey data to guide strategic decisions. As the Zoo faced the impending departure of its iconic giant pandas, Tian Tian and Yang Guang, the team knew they needed a well-thought-out plan to maintain visitor interest and engagement. By digging into exit survey data specifically related to the pandas, Scotinform was able to identify the extent to which the animals were influencing visit decisions, visitor satisfaction and secondary spend. The zoo was therefore able to gain critical insights that directly informed its future strategy in considering how to respond to the departure.
Taking things a step further, Edinburgh Zoo recently used the findings from their exit survey to identify which animals their visitors enjoy most. Scotinform analysed and categorised the 713 responses to open ended questions. By identifying which animals consistently rank as visitor favourites, the findings are now being used to guide future investments. Although they’re not promising more Giant Pandas!
Earlier this year, Edinburgh Zoo also tested the impact of their “Brick Safari” by including temporary questions within their exit survey. These questions aimed to evaluate whether the Brick Safari encouraged new or repeat visitors, and whether it enhanced the overall zoo experience. The findings provided critical insights into the zoo’s promotional efforts and helped gauge the event’s impact on visitor satisfaction. By analysing this data, the zoo was able to assess the overall success of the Brick Safari, guiding future decisions on specific exhibits and their potential to encourage repeat visits.
As at RZSS, V&A Dundee receives monthly reports for both general visits to the museum and visits to the paying exhibitions. The team is incredibly proactive in terms of asking us to investigate the data in more detail, often providing us with a ‘brief’ ahead of time based on the questions they need to answer for planning and development purposes. A recent example of this was the Dundee Tapestry, which was on display on a temporary basis earlier this year. By adding in questions specifically about the Tapestry, and focussing on analysis of Tapestry visitors, Scotinform was able to prove its impact on the museum in terms of driving new visitors, reported satisfaction, and propensity to return or recommend. The data was used to inform future planning and we are delighted that the Dundee Tapestry is returning to V&A Dundee in November.
Impacts
For any organisation facing a significant transition, the lesson is clear: digging into your exit survey data can provide the insights needed to navigate change, retain customer loyalty, and keep your audience engaged.
Why Scotinform?
When it comes to exit surveys, Scotinform captures valuable customer experiences at critical touchpoints, and turns raw feedback into strategic intelligence.
Together we combine years of industry expertise with advanced analytics tools to uncover key trends, behaviours, and pain points that cannot wait until the year end.
By turning raw data into clear, strategic recommendations we work with our clients to gain the clarity and insights they need to stay ahead.