Department of Conservation

Human-Kea Interaction: Audience Segmentation Study

Undertake a segmentation study of the New Zealand visitor population to understand the different mindsets of people feeding, interacting, or observing kea at visitor locations. The ‘population’ should include a focus on New Zealanders (as per the 2018 NZ census) and international visitors (pre COVID-19 trends with a focus on the countries that comprise the bulk of visitors to NZ). Results will be used to inform a behaviour change and awareness campaign for human interactions with kea at visitor locations.