Blog: Understanding the human side of zoos

Why are zoo researchers increasingly looking to social science? Dr Nieky van Veggel explains the significance of understanding the human dimension to zoos and aquariums:

When we think about research in zoos, our minds often go straight to animals: how they behave, what they need, and how they can be conserved. But zoos are also shaped by people. Visitors, keepers, educators, volunteers and local communities all influence how zoos work and what they achieve. Understanding this human dimension is vital, and this is where social science comes in.

Social science is the study of humans, society and social relationships. It helps us explore how people connect with animals, what they learn during their visits, and how their attitudes towards conservation are formed. It might sound a little distant from the animal world, but social science gives us the tools to understand how people experience zoos and how these experiences can lead to real change. Traditionally, social science research in zoos has often relied on surveys and questionnaires. These can be valuable, particularly when we want to gather data from large numbers of people or to compare trends over time. However, there are many other ways to study how people engage with zoos, and these approaches can reveal much richer insights.

One example is observation. Watching how visitors move through an exhibit, where they stop, and what they look at can tell us a lot about what captures attention and encourages learning. In one study, almost four thousand visitors were unobtrusively observed as they explored a zoo. The researchers found that interactive displays attracted and held attention far more effectively than traditional panels.

Interviews can take this a step further, giving people space to express what they think and feel. Through conversations with visitors, researchers have learned that many judge animal wellbeing not only by what the animals are doing, but also by how staff behave and how the exhibits look and feel. Focus groups can bring several perspectives together, allowing participants to discuss their ideas with others. These sessions can be especially revealing when participants share similar backgrounds or values, because they show how collective opinions are shaped.

Digital research methods are opening new possibilities too. Zoo websites, online reviews and social media all hold valuable data about how people perceive and discuss zoos. One recent project examined ten years of posts on X (formerly Twitter) to see how public attitudes towards zoos have changed over time. The findings suggested that, while zoos are still generally viewed positively, online conversations are becoming more complex and sometimes more critical, reflecting broader social debates about animal care and conservation.

Each of these approaches provides a different lens on human behaviour. Many researchers now combine them, using mixed methods to build a fuller picture. For instance, interviews might be used to explore a topic in depth, followed by a survey to test those ideas on a larger scale. Observations can also complement questionnaires, helping to interpret why visitors respond in particular ways. This combination of qualitative and quantitative methods can be especially useful for complex questions, such as how education programmes influence conservation attitudes or how exhibit design shapes visitor engagement. Whatever method is chosen, working with people in research comes with important ethical responsibilities. Participants’ privacy and wellbeing must always be protected, and consent must be informed and freely given. These steps are not barriers to research but part of what makes it robust and respectful. Taking time to communicate clearly and build trust ensures that everyone involved benefits from the process.

For anyone interested in starting out with social science in zoos, the first step is to think about the questions you want to answer. You might want to explore how families learn together, how visitors respond to certain species, or how staff experience conservation work. Once you know what you want to find out, you can choose the approach that fits best. Observing behaviour, talking to people, analysing digital data or even blending several of these methods can all yield meaningful results. Social science helps us see zoos as living social ecosystems, shaped by the interactions between people, animals and environments. By understanding the human side, we can design more engaging exhibits, create stronger education programmes, and build deeper connections between visitors and wildlife. So next time you think about zoo research, remember that studying people is not a distraction from animal research, but a vital complement to it. The more we understand about human experiences, the better equipped we are to support the animals and conservation goals at the heart of every zoo.

If this blog has piqued your interest, or you are thinking about undertaking social science research, you can access the BIAZA Research Priority list here. If you navigate to the social science tab you will find ideas for projects that have been identified as priorities in this field. If getting started is feeling daunting, you can also reach out to the BIAZA Social Science Working Group for further support.

- Dr Nieky van Veggel on behalf of the BIAZA Social Science Working Group

All blogs reflect the views of their author and are not necessarily a reflection of BIAZA's position