THE WALT DISNEY COMPANY

Walt Disney wanted to identify household attributes commanding the heaviest demand for Pay-Per-View use. Consequently, Cicero initiated in-depth interviews and online discrete choice surveys to delineate demographic, lifestyle, interest/hobbies, and media/entertainment usage variables. Cicero also identified concentrations of households most likely to purchase differentiated service bundles and to locate high potential geographic areas. Cicero's findings redefined service targets and resulted in new marketing material designed to correlate with the actual behavior of households.