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This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
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Research Papers
How Disney bridges the multicultural divide - Building trust as a prerequisite for insight
| PDF Version (download) EUR 15.00 Members price: EUR 12.00 |  |
ESOMAR Congress 2008 Award Winner - Best Paper Overall 
ESOMAR Excellence Award Nominee - Best Paper 2008/2009 Disney sought to solidify its cultural relevancy and apply proven methods to hardwire the voices of their African American guests into the very fabric of their resorts. In 2006 after launching the Ebony Perspectives Community, a small, private, and branded online community, Disney found that its ability to derive quality insight was undermined by low participation rates and lagging engagement in brand specific conversation. In this session, Paul Caswell, Manager, Business Insight and Improvement at Walt Disney World, and Manila Austin, Ph.D., Director of Research at Communispace will share how Disney—through a process of reflection, dialogue and action—indentified engagement barriers and adjusted a brand-centric frame of reference to re-engage with African American guests more transparently and authentically. This targeted case study will illustrate and explore how community members’ initial lack of trust challenged Disney to re-examine their expectations and approach. Qualitative and quantitative analyses will show how trust between African American Guests and the Disney brand was a prerequisite for gaining insight into the heart of customer wants, needs, culture, and lifestyle.
Author(s): Manila Austin, Paul Caswell
Date of publication: 26.09.2008
ISBN: 92-831-0224-X
Order Code: CON08
Number of pages: 19
Conference collection: Congress 2008 - Frontiers
All papers from Congress 2008 - Frontiers:
- Is the world really flat? - The impact of wealth, technology and religion on Asian markets
- Kuschel, kuschel, kuschel - About the role of brands in a ‘philanthropic’ world order
- Flood warning - Consulting citizens in a time of crisis
- The green shoots of technology - Nokia investigates global consumers attitudes to mobile phone recycling
- Assessing shifts in shopper purchase behaviour - How digital media has changed consumer expectations
- Truth beyond common beliefs - Boosting the validity of conjoint-based modelling
- How Disney bridges the multicultural divide - Building trust as a prerequisite for insight
- Megacities as the new frontiers - A global consumer lifestyle study
- Fuelling Philips' innovation engine - Continuous ideas and feedback from users
- Digital divorce or digital love affair - Understanding consumer needs by breaking down frontiers
- The impact of climate change on business - The rise of the green consumer?
- Social graph theories - An alternative to traditional population sampling methods
- The power of co-creation - How the changing role of the consumer impacts market research
- Global cities forum - A deliberative research project in eight world cities
- Girls and leadership - Conceptions and aspirations among youth in the U.S.
- Storytelling with international millionaires - A creative approach to research
- Learning to win - Guaranteed success of innovations by design
- Improving health through research with impact
- The Supreme Sensory Experience - A challenge for business
- You can’t judge a book by its cover! - A way to tackle the severe acquiescence bias among Arab respondents
- Media reach - Optimising touch points during the purchase journey
- Crossing the frontier - The fusion of research, consulting and creativity
- The paradox of success - Learning to love failure as pioneers of market research
- Regional adaptation of multinationals - Wal-Mart's Quebec case study
- Marketing research in 2038 - Perfect your foresight. Avoid extinction by knowing the future.
- A world of chicken flavors - Using ethnography in multi-country studies
- Digital video at the service of research - Non verbal communications to access the consumers’ subconscious
- Where has all the science gone?
- Between a rock and a hard place
- Exploring markets with agent-based computer simulations
- Getting animated about emotion - The new frontier
- Virgin USA - A 21st century approach to brand development
- Let it flow! - Understanding the impact of equity transfer on brand and corporate positioning
- Realism in research - Innovative utilization of 3D animation qualitative and quantitative research methodologies
- Mapping the emerging digital frontier
- Can online panels be truly global? - The impact of cultural adaptation on respondents’ engagement
- Reaching through the crystal ball
- Loser, hero or human being - Are you ready for emergent truth?
- Anticipating Tomorrow’s Societal Change Today - Innovation in the digital space
- Pushing the Envelope - Studying consumers’ interaction with new media
- The ROI of customer satisfaction research - A case study proving its value
- Chinese frontiers - Now and beyond
 | Purchase the complete collection with all papers from Congress 2008 - FRONTIERS for only | |
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