KRC Research

Consumer

Guiding product development: A leading toy manufacturer

Challenge

One of the world's leading toy manufacturers was in the process of developing a new line of products which would include games, books and audio stories specifically designed for children ages 4 to 7. This was a particularly exciting time for this company as it was an opportunity to extend a well-known brand beyond the traditional game category into multi-media.

To ensure the success of this product launch, the company wanted to conduct research to identify the art style and as well as the specific content that should be incorporated for this product line.

Research Solution

To achieve these objectives, KRC conducted an online survey among moms of children ages 4 to 7, which included live follow-up chats using KRC's Online Plus technology. The sample of moms included a mix of Generation Y and Generation X moms as well as a mix of moms of girls and moms of boys.

Following this structured survey, a small group of moms were selected at random to engage in a live, one-on-one online chat session which was facilitated by a professional moderator. These chat sessions provided qualitative feedback that helped us understand why moms felt the way they did about the specific art styles and content tested in the survey.

Results

The research revealed a single art style that would be most appealing to moms of 4 to 7 year olds. As a result, the company moved forward with refining this design for use across the various products within the line.

The research also identified the specific content (including specific topics and areas of focus) moms felt would be most appropriate for the product and their children, allowing the company to prioritize what should be incorporated into the product line. As a result, the company re-worked existing storylines and created new stories for use across the property.

The product line was launched successfully, and is available in stores today.

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