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Testing the Future Appeal of Guinness World Records

In a nutshell: 

A Different View was commissioned to test the market for a new Guinness World Records attraction, due to open at the O2 in London in late 2026. Working with 2,300 UK respondents, we explored audience appetite, pricing sensitivity and brand fit to help shape the future development of the concept.

When Guinness World Records began exploring the potential for a new visitor attraction at the O2 in London, Guinness World Records: London | The O2 due to open in late 2026, it needed robust evidence to inform key decisions around audience demand, pricing, experience design and brand positioning. A Different View was commissioned to undertake this work, bringing together concept testing, audience insight and pricing analysis to support the development process.

We surveyed 2,300 respondents recruited through Guinness World Records social media advertising and direct invitation. Rather than asking for immediate reactions to an abstract proposition, we designed the research as an immersive journey. Respondents first watched a short film and then explored the proposed venue concept page by page before sharing their views. This meant responses were grounded in a clear understanding of the opportunity and could provide more considered feedback.

Pricing formed a key part of the study. For a new visitor attraction, identifying the right entry price is critical: too high and demand may be suppressed, too low and revenue potential may be left untapped. To address this, A Different View used a price elasticity of demand approach rather than relying on simple willingness-to-pay questions. This enabled a more robust assessment of likely visitation at different price points, creating a stronger foundation for pricing strategy and commercial forecasting.

Overall, the study showed a strong resonance with the range of experiences planned – particularly with the competitive socializing elements of the offer. We can’t wait for the opening later this year.

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