Case Study
Global Franchise
Study
Global Franchise
Study
The Challenge
Insights to inform
a product portfolio strategy.
With its acquisition of Star Wars, Disney needed foundational audience insights to inform its global transmedia strategy across content development, distribution, and marketing, for the universe of franchise opportunities, from games, movies and shows, to merchandise, to theme parks, and beyond.
The Solution
Forming the blueprint for
implementation.
After an initial consultative phase with internal stakeholders where we refined objectives and generated hypotheses, we conducted a 15-market audience segmentation and sizing exercise to test these hypotheses and determine the highest priority consumer groups for SW expansion across their entire product portfolio. This work then formed the foundation or “blueprint” for subsequent implementation research across specific games, series, and consumer products, helping Disney and their partners maximize appeal for a particular extension while staying true to the Force.
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