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Consumer insights Happy Talk


As a brand that is completely trusted and endorsed by parents, while also loved by kids, The Walt Disney Company believes it has an inherent responsibility to understand its consumers’ needs and see how it can best ensure they are met. So how does it find this out? Simple – it talks to them.


Right: Victoria Hardy, vice president for research, EMEA.


dedicated to supporting the business with valuable research and key consumer insights. With research initiatives which represent a multi-million dollar investment, it's safe to say that Disney prides itself on the breadth and depth of its consumer insight business, which ensures that the consumer remains at the heart of everything it does. “All our decision-making is informed by


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consumer needs and motivations,” explained Victoria Hardy, vice president for research EMEA at Disney. “But the rapidly changing media and entertainment landscape makes it increasingly challenging to maintain a deep consumer connection with brands, franchises, products and


ith a reach that spans right across Europe, Disney has a team of over 40 researchers,


services. We think that means it is more important than ever that we maintain a constant dialogue with our consumers to stay aware of their changing behaviours and any emerging trends.” A huge amount of research is being


conducted by the Disney team at any one time; various continuous tracking studies take place alongside additional ad-hoc pieces which can be commissioned for any number of reasons. “We invest heavily in tracking certain key sources of information about our brand,” said Victoria, “and speak to 11,000 families across Europe every quarter to ensure we stay connected to our audience and what Disney means to people.” This ongoing programme allows Victoria and her team to track overall Disney's unique set of brand equities, helping them


understand what the key drivers are and what opportunities they present. But it also helps them monitor the performance of individual franchises, ensuring they remain in a strong competitive position; top of mind and first choice for their core audiences. “We also look at more general shopping


behaviour and find out as much as we can about other relevant brands, making sure that we provide what people are looking for and are meeting their needs at every stage of our relationship, from entertainment right through to retail.” Understanding the reasons behind the


health and popularity of Disney's broad portfolio of franchises is of course one of the key concerns for the team. “Statistics can easily tell us how many people are consuming our content,” said Victoria, “but we need to understand why, and how we can work with that.”


A SPECIAL MAX PUBLISHING


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disney PUBLICATION 2013


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