Pixar - Market Insights
Study Overview
Pixar was founded in 1986. Some of their notable films are Toy Story, Finding Nemo, The Incredibles, Up and Monsters Inc. They have won 20 Academy Awards, 8 Golden Globes and 11 Grammys. Their fans can interact with them through their films, visiting Disneyland Theme Parks and shopping at Disney’s retail stores.
Through this study, we wish to understand the experiences that Pixar's touchpoints are delivering and discover possible growth opportunities that would lead to an increase of their profits by 5%.
Secondary Research Findings
↪︎ In 2018 the global animation market was $259B and is expected to grow to $270B by 2020.
↪︎ Of the 22 films Pixar has produced, 15 are on the list of top 50 highest grossing animated movies of all time.
↪︎ Disney acquisition occurred in 2006 for $7.4 Billion.
↪︎ Outside of animation and licensing, they offer classes through Khan Academy, sell their animation/VFX software, and provide access to open-source technology and resources for computer graphics creation.Primary Research
Method: Street intercept surveys to gather on-site feedback
Participants: 17 animated film viewers of no specific age or gender
Here are the responses we received in our interviews:
When I say Pixar, what comes to mind?
What experiences are Pixar currently evoking in their customers?
Are there different people who want different combinations of the experiences?
Imagine something else that Pixar could do, besides movies, does anything come to mind?
Which brings us to our recommendations of
Technology Heightened Experiences
AR Educational Content
& VR Entertainment
& VR Entertainment
Parents looking to supplement their children’s learning in a fully immersive way are willing to pay a premium for quality educational curriculum for their children.
Individuals interested in extending their storytelling opportunities in a unique way, leveraging advancing technology.
Pixar Academy
Pixar Academy students learn the trade of storytelling through a variety of medium with the end goal of an internship at Pixar Studios.
Pixar Park
A destination where customers can envelop themselves in the Pixar world.
Park goers of all ages can explore a multitude of carefully curated touchpoints, differentiating us from the typical Disney Theme Park
A vertical park can be located closer to a city center and offer new and sustainable experiences.
Let's Validate our Findings
Our team has mutually decided not to publish the pretotype validation for public viewing. Feel free to contact me if you'd like to know more.
We built a pre-totype of the experience we envisaged and used it as a visual cue to conduct design research (that included three phases of iterations) with our target audience.
With the help of design research methodologies, we learnt what worked, what didn't, what would make it better, the ideas that stood out and whether the experience fit Pixar.