Disney Parks
Around the world, The Walt Disney Company has made a lasting impression through its Disney Parks. These theme parks worldwide include Disneyland, Walt Disney World, Hong Kong Disneyland, Disneyland Paris, Tokyo Disneyland, and Shanghai Disneyland. To remain relevant and popular amongst guests, The Walt Disney Company continuously improves upon their parks, making updates and creating innovative designs and experiences.
Marketing Intelligence
Disney has long been known for their dedicated fans. To create such a strong fanbase, The Walt Disney Company has prided itself on its commitment to upholding its customer’s wants and needs within its products. Achieving these dreams requires the use of marketing intelligence as a means to communicate directly with their consumers to find out how they can best serve them.
Survey at Walt Disney World
One of the most efficient ways The Walt Disney Company reaches its consumers is through surveys. Disney conducts several different surveys each year specifically for their parks. A survey issued last year by The Walt Disney Company aimed to assess the opinions of consumers who had visited their theme park Epcot at Walt Disney World. The survey began by asking consumers if they visited Epcot and the length of their day at the theme park. The survey then got into the bulk of their questioning, which regarded entertainment. Questions included, “Which of these statements best describes your group’s current feelings waiting in line (assume 30 minutes) to personally meet a character such as Mickey Mouse?” The response choices included a range from whether the consumer would or would not be willing to wait to see Mickey Mouse in a line or a parade. Another question was, “If you had waited to personally meet Mickey Mouse during your most recent visit, would you have excepted to be able to hug him?” These questions hinted that character meet and greets would return after the COVID-19 regulations were loosened. Disney was attempting to gauge whether consumers were interested in character interactions and the extent to which they were willing to wait in lines or for parades. Consumers then rated different attractions as “Iconic, Personal Favorite, Immersive, Boring, Dated, or Offensive.” These questions help Disney understand the popularity of specific rides and find possible areas to improve or update parts of the park. Finally, consumers were asked about their feelings about the park and about changes that may occur there. Disney wanted to gauge if people preferred a nostalgic Epcot or if the updates and improvements were well received.
Survey Results
One year later, the results of the survey are evident within Epcot. Disney used the survey results gathered from consumers to bring back character interactions. Multiple different character meet and greets are now at Epcot, including daily cavalcade parades. Disney has also announced several ideas for innovation and change within the park while keeping some of their more popular and nostalgic attractions also at the forefront of the park. The survey results were efficient for The Walt Disney Company to decide what to implement in Epcot best to meet the wants and needs of their consumers.