Case Study: Six Flags achieves scalable, actionable customer feedback and reduced research costs with Qualtrics Research Suite

Six Flags - Customer Case Study

Six Flags Entertainment Corporation, the world’s largest regional theme‑park operator with 19 parks and over $1 billion in revenue, relies on feedback from some 24 million guests to guide daily operations and long‑term planning. As a research‑driven organization with dozens of internal stakeholders, Six Flags needed an easy‑to‑program, respondent‑friendly, and flexible online research solution that integrated with CRM systems and could support large numbers of simultaneous respondents.

Six Flags adopted the Qualtrics Research Suite to build visual, engaging surveys, launch data‑driven products (like season dining passes and new attractions), and replace costly telephone research with email and web surveys. The change increased the volume and quality of research while cutting costs, improved reporting and actionability across business units, and amplified the voice of the customer by processing hundreds of thousands of responses annually.

Six Flags

Mark Kupferman

Vice President, Insights & Interactive Marketing