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Consumer insights Facts And Figures


Some of the key insights Disney generated from a recent study into UK family lives... lEntertainment helps families share time together, acting as a framework to help deliver their core emotional needs.


l43% of families name television and cinema as the key platforms they use for spending time with each other.


lWord of mouth consistently comes out as more influential than any brand advertising. It is 2.5 times more likely than sharing via social media.


lFeelings and emotion can bypass price point and product information. Once an emotional connection is formed with a brand it drives preference.


“We speak to nearly over 50,000 kids and


parents every year to understand exactly what their likes are, which properties they are aware of, what they are buying and where. Kids’ trends change fast, so we make sure we have our finger on the pulse to understand their media and technology consumption as well as current favourites.” The team spends hours talking to


families in their homes, children at school and in other group situations, ensuring they have spoken directly with the target demographic for each franchise. Once gathered, this information can then


be tracked over time and categorised by both gender and age, allowing Disney to stay closely attuned to the impact its campaigns are having across the business. Naturally, results will then go on to influence future content and product strategies. “Initially, the results go


One of Disney's most exciting new Age-Appropriate


directly to the brand franchise managers, but they very quickly filter through to all other areas of the business – from content production and publishing to gaming and retail. Having an overall perspective allows us to take a holistic viewpoint across each strand of the business, which is an important part of the Disney philosophy.” That overall perspective also includes the


parent's point of view, as Victoria explained. “Our key strength comes from how effectively we engage with our audiences, creating characters and experiences that they love – but the parent is always a part of that, so its important that we engage with them as well. Mums and dads like to see their children using their imagination, and to feel that as a parent, they are buying into something positive and wholesome.”


“Sometimes content will test slightly older or younger than we expect it to,” pointed out Victoria. “Although it's very rare that something comes as a complete shock to us. We get a good sense of what children will like and what will engage them, but we are very careful not to go in with any preconceptions.”


initiatives involves talking to a bespoke panel of UK mums. This underpins the company's goal of maintaining a constant dialogue with its key consumers, and the panel will essentially act as consultants for Disney, giving their opinion on everything from marketing initiatives to new product. “The ‘Mums Panel’ provides a readily accessible way to keep in touch with one of the most influential consumer segments, while also giving us a platform to test new ideas and make sure we continue to meet parents' needs.”


Other studies which


are conducted to build on this solid foundation of consumer


understanding include the family trackers, which dig much deeper


into shopping habits, looking at the amount families are willing (or able) to spend on entertainment, character merchandise and other related areas. “Economic factors can influence how much people are prepared to spend – so we periodically deep dive into the marketplace to size overall consumer entertainment and merchandise spend, calculate Disney’s overall share of that spend and deep dive into consumer retail and purchase behaviour.” These results will also


feed into a separate market A SPECIAL MAX PUBLISHING 17 disney PUBLICATION 2013


sizing study, which looks at the total Disney consumer base and assesses how it crosses over with key retailers. “For example, we've invested specifically in understanding the relationship between Disney consumers and shoppers at the four main grocers in the UK,” said Victoria. However, none of the aforementioned


would be possible without great characters and great content. “We're constantly testing new content,” explained Victoria. “It's vital that


we get the characters and storylines right, and as long as we continue to invest in content development, we will always seek consumer feedback before going into production.” Disney also has some of the longest- established franchises within the marketplace and these are constantly reviewed to ensure that engagement is maintained with some of these best-loved characters, said Victoria. “Deepening the emotional connection with families and supporting them in their busy lives is what helps us grow as a brand. We want to find out what they want and meet that need – and that's what sets Disney apart as a brand.”


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