How Disney bridges the multicultural divide – building trust as a prerequisite for insight
Manila AustinResearch, Communispace Corporation, United States
Paul CaswellResearch, Walt Disney Parks and Resorts, United States
PREFACE
The paper explores how Walt Disney Parks and Resorts and Communispace Corporation formed the Ebony Perspectives Community – a private, branded, online community of African Americans—to better understand the parks and resorts experience for these U.S. consumers. We describe the challenges we faced engaging this group and how listening to – and taking meaningful action on – what we heard helped build trust, foster productive dialogue, and generate...