Time for a good ol’ client case study. We know, we know, who reads these things anyway? Well, on the off chance that you do, we wanted to talk about a really cool project that we did recently for a long-standing client of ours.

You know the drill. We have to anonymise these things. But all you need to know is that their end client is a well-known national theme park.

Now, onto the good stuff.

What would your perfect day out at a theme park involve?

Whilst this is probably not something you’ve thought about recently (unless your children are running you ragged throughout the summer holidays), it is the question we asked adults with children under 13 years old in the UK and Europe.

Instead of asking this in a boring-schmoring kinda way, we developed a bespoke question type from scratch that was fun and interactive. We named it “Your Perfect Day”. It’s essentially an “Omnisis-ified” version of our NumericTable question type.

What did we need to know? How would families choose to spend 5 hours in this theme park?

Whose opinions do we care about? Families with children under 10 based in both the UK and Europe.

Why did we want to know? Whilst the theme park itself is well known, its positioning is less distinctive than some of its key competitors.

The Perfect Day helped us to discover which rides families want to go on, the restaurants and food outlets they want to visit, and whether their trip solely revolves around rides or if they enjoy other activities, such as visiting animals as well.

Our research found that the park had a strong foundation, but there was an opportunity to create a clearer and more distinctive proposition in visitors’ minds.

We explored a range of branding and identity approaches to understand what would most effectively strengthen the park’s positioning. The findings showed that the greatest opportunity lay in sharpening the overall brand proposition, rather than making changes to individual brand assets.

We got far richer insights through developing The Perfect Day than we would have otherwise. There are also a bunch of cool features. For example, there’s a floating panel that shows the total number of attractions and the duration used. If you use more than the allocated time, it turns red. And as much as we dislike attention, we have to give credit to our team where credit is due.

If there’s a way that we can make a survey better, we will make it happen. And if we have to build something from scratch in order to do it, we’ll gladly do that as well. All you have to do is ask.

Can I try The Perfect Day question type for myself?

Well, we’re glad you asked. Yes, you can! Check out 🎢our demo survey here.🎢