Disney is looking at ways it can gain more consumer insight and reach people more directly as the brand’s CEO Bob Iger admits it has “no idea” of who went to see its Star Wars films at the cinema. Speaking during a Q&A at the Deutsche Bank 2016 media, internet and telecom conference Wednesday, Iger said the company will be increasing investment in technology to help it reach people more directly as all of its content is “distributed through third parties”.