Skip to Content

A global toy manufacturer

Path to purchase

Informing in-season success.

Our client, a global toy brand, wanted to understand how to influence children’s wish list creation to drive product consideration and conversion for Christmas.

The Challenge

Our challenge was to uncover the different market nuances around the in-season period to develop both a global and individual market strategy, highlighting key touchpoints and messaging to engage relevant audiences.

A key aspect of this project was to ensure that the insights from the research could be applied across all areas of the business so that everyone worked from the same hymn sheet.

Our approach

A mixed methodology was used to understand what happened throughout the whole season – in the 12 weeks leading up to Christmas / New Year, across six markets.

Qualitative: we ran online communities across all markets for 11 weeks, which helped us understand how decisions are built up, and what triggered gift choices and purchases.

Quantitative: we recorded attitudes and behaviours of consumers on a weekly basis.

A final ‘end of season’ survey allowed us to explore what shoppers remembered post-event, which we compared to what they did.

The outcome

The research uncovered universal attitudes and behaviours, which could be used as part of a global campaign, but also highlighted key market differences to leverage.

We provided clear recommendations on how to influence wish list creation and trigger purchase, and crucially, when communication and specific touchpoints should be activated.

Our detailed strategy timelines have travelled through the business on a global scale and will influence our client’s communications  and activation across all markets.

View Case Studies

Read More
Explore
Audience/market segmentation | Audience/market segmentation | Behavioural | Communication Effectiveness & Optimisation | Consumer Brands | Customer Experience | Customer journey mapping | Market sizing & trends | Market understanding & opportunity | Product & service development (Innovation) | Qualitative | Retail | Retail Strategy | Shopper behaviour | Understanding Stakeholders & Employees | Usage & Attitudes | Usage & attitudes | Youth

Connecting sales data to BrandVue Eating Out metrics

15 March 2024
Audience/market segmentation | Audience/market segmentation | Behavioural | Communication Effectiveness & Optimisation | Consumer Brands | Customer Experience | Customer journey mapping | Market sizing & trends | Market understanding & opportunity | Product & service development (Innovation) | Qualitative | Retail | Retail Strategy | Shopper behaviour | Understanding Stakeholders & Employees | Usage & Attitudes | Usage & attitudes | Youth

Using Eco Segments to develop financial services / products

17 September 2023
Audience/market segmentation | Audience/market segmentation | Behavioural | Communication Effectiveness & Optimisation | Consumer Brands | Customer Experience | Customer journey mapping | Market sizing & trends | Market understanding & opportunity | Product & service development (Innovation) | Qualitative | Retail | Retail Strategy | Shopper behaviour | Understanding Stakeholders & Employees | Usage & Attitudes | Usage & attitudes | Youth

A supermarket clothing brand

12 September 2023
Audience/market segmentation | Audience/market segmentation | Behavioural | Communication Effectiveness & Optimisation | Consumer Brands | Customer Experience | Customer journey mapping | Market sizing & trends | Market understanding & opportunity | Product & service development (Innovation) | Qualitative | Retail | Retail Strategy | Shopper behaviour | Understanding Stakeholders & Employees | Usage & Attitudes | Usage & attitudes | Youth

A toy brand

12 September 2023
Audience/market segmentation | Audience/market segmentation | Behavioural | Communication Effectiveness & Optimisation | Consumer Brands | Customer Experience | Customer journey mapping | Market sizing & trends | Market understanding & opportunity | Product & service development (Innovation) | Qualitative | Retail | Retail Strategy | Shopper behaviour | Understanding Stakeholders & Employees | Usage & Attitudes | Usage & attitudes | Youth

A beer brand

12 September 2023