Case study

Starting a Conversation with Advertisers About Toy Shopping

Client/Situation

Our client, an international children’s cable TV network, licensed several of their cartoon characters to a major toy manufacturer. The toys were being sold in several retail outlets and were experiencing differing levels of success.

The client wanted to understand the reasons for the differences and what could be done to improve performance in those under-performing outlets.

Approach/Solution

Potential respondents were identified using a geo-fencing technology and screened for purchase plans. This allowed us to identify a true robust sample of respondents who had genuine and recent interest in toy shopping.

Results

The client gained significant fresh insight into the retail toy shopping experience, including store layout and messaging, planned and unplanned purchases, amount spent, use of coupons, and gift giving.

The results also enabled the client to engage in strategic and tactical discussions with their retail and manufacturing partners.

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