New FFC document shows new Disney "Magic Band." Part of there "next gen" experience that will be rolling out in the upcoming years. Weighted heavily on RFID technology the band is presumed to be used for admission to the parks, charging privileges at any Disney location within the Walt Disney World Resort and Disneyland Resort, and will even possibly offer location tracking for families and guests to find their friends and loved ones in the parks. The amount of primary data that will become available to the marketing strategists at Disney will be completely unheard of. They will know exactly where their guests are at all times, purchase patterns of both merchandise and food, and even when they go back to their hotel for their afternoon nap. Through the information provided at check in the resort guests using this band will provide Disney with information from almost every consumer behavior sector (cultural influences, social influences, personal influences, and psychological) This is observation research that will trump all other observation research. Include surveys at the top of the visit and at the end of a guests stay and the market research will be zero to none in depth.