Katapult collaborates on neurodivergent guest experiences study

Themed attraction designer Katapult is collaborating on the world’s first major study to help ‘unlock the magic’ of theme parks for the neurodivergent community.

The research partnership, involving the Derby firm, the University of Birmingham and Drayton Manor Resort aims to rewrite the rulebook on how theme parks and visitor attractions are designed.

For millions of families globally, a trip to a theme park is a rite of passage.

But for the estimated 20% of the global population who are neurodivergent – including those with autism, ADHD, dyspraxia, and sensory processing differences – the unpredictable crowds and experiences can turn a “magic moment” into a stressful ordeal.

Until now, accessibility in the industry has largely focused on physical mobility.

This project, titled “Neuroinclusion within Themed Attractions,” shifts the focus to the psychological and sensory experience, conducting the first deep-dive academic study into how neurodivergent people think, feel and navigate in these high-stimulation environments.

One of the key outputs of the research is the publication of a new blueprint for the industry ensuring neurodiversity is at the forefront of all new-build and retrofit experiences within theme parks and attractions.

Robbie Jones, insights director at Katapult, said: “We’re thrilled to be leading this research into neurodivergence within the leisure industry – a topic we are deeply passionate about here at Katapult.

“As well as helping us and the industry to create greater guest experiences, we want to unlock the magic for more neurodivergent guests to enjoy the places we design.

“This collaboration allows us to move past assumptions and design with true empathy, backed by data.

“We believe this research will become the new gold standard for the global attractions industry.”

The findings of the research are expected to be published in 2029, with the aim of providing a public framework for attraction operators worldwide.