Market Research Agency | The Market Researchers

Merlin Entertainments


To understand the drivers and barriers to visiting Merlin attractions, including Alton Towers, Thorpe Park and Madame Tussauds. Also the role of the Merlin Annual Pass (MAP) and issues and opportunities to increase trial and repeat visits.

Leisure market research approach

  1. Pre-planning and creation of simple creative stimili.
  2. Leisure market research included customer depths and workshops with families of children aged 2-18 years. The sample also included a mix of new, long-standing and lapsed Merlin Annual Pass holders. In addition, a range of ages/family composition, and Merlin Annual Pass types – standard vs. premium, throughout the UK.
  3. Research analysis followed by a debrief with client team.


Identified deals and customer ‘savviness’ reduced value perceptions, creating a ‘deal-seeking’ mindset and expectation for further deals.
Recommended strategies and policies to manage and extend customer relationships. Also to add value to the Merlin Annual Pass and tailor versions for specific customer segments.

Enjoy lots of great days out with the Merlin Annual Pass – there is one that’s right for you!

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