Expert play sessions to inform range and brand development
CASE STUDY
Qualitative study to understand play patterns, children’s engagement and parental attitudes, to identify range and brand opportunities.
Bringing together expertise in qualitative research, child development and play therapy:
Free-play sessions with children across ages & gender observing with a child development and play lens (researcher and play therapist): identifying developmental drivers and barriers and response to range and brand, in action.
Consumer closeness experience for clients during the play sessions: fully briefed on how to engage, observe and elicit insight.
Parental groups to explore attitudes to brand, category, drivers and barriers impacting on purchasing.
Output identifies strategic and product opportunities as well as a detailed Knowledge Book for future development.
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Ethnography
Multi-market study to understand current behaviours and attitudes, competitive context, response to new concepts, and identify optimum targeting and messaging.
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Programming
A Pilot test for a preschool programme across European markets.
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Collaborations
An innovative study ensures the teen audience as co-creators in the research.
