Welcome to Day 2 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Disney.
The following data represents the raw, unbiased responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
Q1.1.1: What is the first word that comes to your mind when you hear Disney?
Magic: 83.1%
Nostalgia: 9.2%
Expensive: 2.5%
Magia: 1.7%
Family: 0.7%
(Other responses <1% include: Magical, Mickey, Corporate, Overpriced)
Q1.1.2: How would you describe the "typical" customer of Disney?
Common Theme: "Mostly families with children, tourists looking for a magical experience, and older fans chasing nostalgia."
Secondary Theme: "Parents with young kids and people willing to pay high prices for memories."
Q1.1.3: If you could rename Disney to describe what they actually are, what would you call it?
Family Entertainment Company: 11.0%
NostalgiaCorp: 6.8%
MouseCorp: 5.7%
Entertainment Empire: 4.0%
Nostalgia Factory: 3.7%
Q1.1.4: Complete this sentence: "Disney used to be great, until..."
Top Response Pattern: "...it started prioritizing profits and corporate decisions over simple, heartfelt storytelling."
Secondary Pattern: "...it became too expensive for the average family."
Q1.1.5: Describe Disney in exactly three words.
Nostalgic: 79.8%
Expensive: 48.8%
Commercial: 41.0%
Corporate: 37.1%
Family: 25.7%
Magical: 14.5%
Q1.2.1: If you could fire the CEO of Disney, would you?
Yes: 86.1%
No: 13.9%
Q1.2.2: If you met the CEO of Disney, what is the first question you would ask them?
Dominant Theme: "Why have you made the experience so expensive for regular families?"
Secondary Theme: "How do you plan to restore the classic storytelling that made the brand great?"
Q1.2.3: Have recent news stories regarding the company's leadership made you more or less likely to recommend us?
Less Likely (Yes): 76.6%
No Change (No): 23.4%
Q1.2.4: Please explain your answer to 1.2.3.
Sentiment Summary: Respondents cited leadership controversies, perceived focus on politics over entertainment, and price hikes as reasons for their reluctance to recommend the brand.
Q1.3.1: What is the maximum price (in dollars) you would pay before walking away?
$50.00: 15.7%
$20.00: 11.7%
$15.00: 10.3%
$150.00: 9.6%
$100.00: 9.3%
Q1.3.2: How long do you expect a Disney product to last?
2 Years: 56.7%
5 Years: 31.3%
3 Years: 10.7%
Q1.3.3: If you could change one thing about the product, what would it be?
Top Response: "Make it more affordable for families."
Secondary Response: "Return to non-political, classic storytelling."
Q1.3.4: What is the one thing we could add to this product that would make it worth double the current price to you?
Top Themes: All-inclusive passes (no hidden fees), verified low crowds/fast access, and a return to high-quality original content without ads.
Q1.4.1: Who is the biggest threat to Disney?
Primary Threat: Streaming competitors (specifically Netflix).
Secondary Threat: Universal Studios (specifically regarding theme parks).
Internal Threat: Audience fatigue and rising costs.
Q1.4.2: What is the best alternative to Disney?
Netflix: 29.5%
Universal Studios: 27.8%
Q1.4.3: Why haven’t you switched to a competitor yet?
Key Retention Driver: "Because my kids still like Disney characters and there are some things only Disney seems to have; also habit and familiarity."
Q1.4.4: What would Disney have to do to lose your business forever?
Dealbreakers: Continued price gouging, removing classic content, or a major ethical scandal regarding worker treatment or safety.
Q1.4.5: What would Disney have to do to win you back?
Recovery Path: "Lower prices, apologize for recent directions, and focus on quality family entertainment."
Q2.1.1: On a scale of 0-10, how much do you trust Disney?
Average Score: 4.3 / 10
Q2.1.2: Do you think Disney’s best days are ahead of it or behind it?
Behind it: 97.7%
Ahead of it: 2.3%
Q2.1.3: If Disney went out of business tomorrow, would you care?
No: 59.1%
Yes: 40.9%
Q2.1.4: Has your opinion of Disney improved or worsened in the last 12 months?
Worsened (Yes): 85.2%
Improved/Stayed Same (No): 14.8%
Q2.1.5: Does Disney actually care about its customers?
No: 99.9%
Yes: 0.1%
Q2.2.1: Do you know the name of Disney’s CEO?
Yes: 69.9%
No: 30.1%
Q2.2.2: Does the CEO’s public behavior make you less likely to buy from Disney?
Yes: 90.0%
No: 10.0%
Q2.2.3: Do you think the leadership at Disney is competent?
No: 96.3%
Yes: 3.7%
Q2.2.4: Does the CEO’s political stance align with yours?
No: 100.0%
Q2.2.5: Is the leadership of Disney a liability to the company?
Yes: 98.3%
No: 1.7%
Q2.2.6: Do you think the CEO uses their own product?
No: 55.8%
Yes: 44.2%
Q2.2.7: Do the executives at Disney seem out of touch with reality?
Yes: 99.7%
No: 0.3%
Q2.3.1: Would you buy from Disney if it wasn't on sale?
No: 94.6%
Yes: 5.4%
Q2.3.2: Is Disney worth the money?
No: 99.4%
Yes: 0.6%
Q2.3.3: If Disney raised their prices by 10%, would you still buy it?
No: 99.5%
Yes: 0.5%
Q2.3.4: How would you rate the value for money of Disney?
Poor: 49.9%
Fair: 7.4%
Q2.3.5: If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert Scale 1-5)
Average Score: 4.0 (Likely)
Q2.4.1: Has the quality of Disney declined recently?
Yes: 100.0%
Q2.5.1: Is Disney too "woke"?
Yes: 69.8%
No: 30.2%
Q2.5.2: Is Disney too conservative?
No: 100.0%
Q2.5.3: Do Disney’s values align with your own?
No: 99.9%
Yes: 0.1%
Q2.6.1: Are you loyal to Disney because you like it, or because you’re stuck?
Like it: 62.7%
Not loyal: 31.2%
Stuck: 6.1%
Q2.6.2: Do you think Disney will exist in 10 years?
Yes: 100.0%
Q2.6.3: How likely are you to purchase from Disney in the next 6 months? (Likert Scale)
Average Score: 2.4 (Unlikely)
See you tomorrow for Day 3!