Client Success
Testing Before Building—Real-World Experience Research for a Global Theme Park Brand
A leading family-focused theme park operator was considering a major capital investment in a new attraction centered around a specific physical dynamic. While the concept promised excitement, internal stakeholders raised red flags about whether the experience might be too intense—or emotionally misaligned—for children, the park’s primary audience.
The goal: Objectively assess the suitability of the concept in a real-world context before committing to development, ensuring it aligned with the brand’s family-first promise.
Challenge
Segment designed an immersive, observational research strategy grounded in natural behavior—not hypotheticals.
Rather than testing a concept in a lab, we identified an operationally similar ride at a competing theme park, creating an authentic proxy environment. We recruited diverse family groups and sent them on a full park day—without revealing the attraction of interest. This ensured their reactions were spontaneous, unbiased, and emotionally truthful.
To capture these experiences:
Families were provided with waterproof disposable video cameras, allowing them to document their journey in real time.
This preserved privacy, reduced observer effect, and gave the client raw, candid access to moments of joy, hesitation, and discomfort.
Following the visit, we conducted moderated group discussions to unpack how the attraction fit—or didn’t—with expectations around fun, safety, and age-appropriateness.
The attraction was never singled out in advance, allowing it to stand on its own merit within the broader park experience.
Approach
The result: Across every participating group, the physical dynamic in question consistently triggered discomfort—especially among younger children and parents. Families described the attraction as jarring, out of step with the park’s tone, and not aligned with their reasons for visiting.
These insights led to a strategic decision to pause investment—redirecting funds to concepts more in tune with the brand’s values and guest experience goals. And because the research was brought to life through first-person video storytelling, the executive team didn’t just see the findings—they felt them.
Segment’s approach prevented a high-stakes misalignment, preserved the brand’s reputation with core guests, and underscored the value of human-centered design in early-stage decision making.
Impact
Why our work matters
for Product & Experience Owners
We stress-test high-stakes concepts with the audience that matters—before a dollar is spent.
We connect emotional resonance with brand alignment—so new experiences feel right from the start.
for Strategy & Expansion Leaders
for Brand & Experience Designers
We deliver evidence-based validation to inform investment decisions with confidence.
How can we support you?
