EPISODE · Mar 11, 2026 · 34 MIN
Why neuroinclusion needs to be top of mind for themed attractions - with Robbie Jones
from Skip the Queue · host Andy Povey, Robbie Jones
In this episode of Skip the Queue, host Andy Povey is joined by Robbie Jones from Katapult to discuss how guest insights and psychology shape the design of modern visitor attractions. Robbie shares how Katapult works with IPs, theme parks and destinations to create experiences that focus on guest behaviour, emotions and expectations. The conversation centres on a groundbreaking four-year research project with University of Birmingham and Drayton Manor Resort exploring how attractions can better support neurodivergent guests. The project aims to develop a global blueprint for neuroinclusive design that improves accessibility while maintaining exciting and immersive experiences. Key Topics Discussed: Insights-led design in themed attractions Neurodiversity and inclusion in theme parks A four-year research project with the University of Birmingham and Drayton Manor Breaking misconceptions around sensory experiences and neurodivergence Personalisation and guest autonomy in attractions Reducing friction in queues and guest journeys The role of analogue, interactive experiences in museums and parks The commercial and social impact of inclusive attraction design Show References: Robbie Jones, Insights Director at Katapult https://www.katapult.co.uk/ https://www.linkedin.com/in/mrrobbiejones/ https://blooloop.com/katapult-neuroinclusion-research/ Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey. If you like what you hear, you can subscribe on Apple Podcasts, Spotify, and all the usual channels by searching 'Skip the Queue' or visit our website SkiptheQueue.fm. If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn. Credits: Written by Emily Burrows (Plaster) Edited by Steve Folland Produced by Emily Burrows and Sami Entwistle (Plaster) Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth. Download your FREE copy here
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What this episode covers
Today on Skip the Queue, Andy Povey is joined by Robbie Jones, Insights Director at Katapult. Working alongside University of Birmingham and Drayton Manor Resort, they’ve launched a groundbreaking research partnership set to reshape how theme parks and visitor attractions are designed. “Neuroinclusion within Themed Attractions” shifts the focus to the psychological and sensory experience of a visit, delivering the first deep academic study into how neurodivergent people think, feel, and navigate high-stimulation environments. They explore what neuroinclusion really means for attractions and how this research aims to create a practical roadmap the industry can use as a future gold standard.
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Why neuroinclusion needs to be top of mind for themed attractions - with Robbie Jones
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