Consumer Research
For LEGO
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“… you always look to maximize effectiveness through a disciplined focus on the consumer and market insights & trends and a relentless focus on grounding initiatives in strategic priorities. Much of the problem in marketing today can be traced to the fact that people get too romanticized by ‘fun tactics' that are not rooted in those things that will ensure success. You take a decidedly different and refreshing approach.”
Mike Moynihan
Vice President of Marketing
LEGO Systems, Inc.
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| Overview: |
2008 & 2009: Conducted diad, triad, and focus group research amongst moms and kids to determine critical appeal of LEGO offerings and key economic influencers for the holiday shopping season, as well as upcoming toy purchase expectations for 2009.
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| Situation: |
LEGO sales were up significantly versus prior year; several hypotheses had been developed as to why the marketplace was responding so well.
Economic turmoil caused by the “mortgage meltdown,” along with the failure of Lehmann Brothers and AIG were top-of-mind. By January 2009, economic turmoil has shifted consumer thinking from spending mode to “survival” mode.
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| Action: |
Conduct focus groups interviews amongst moms and boys 7-10 years old to gain insights into buying behaviors, evaluate kids economic awareness, understand reactions to the economy and clarify overall appeal of various LEGO lines.
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| Result: |
Clear brand differentiators and future marketing opportunities identified from consumer research; this will be leveraged to guide marketing and product development efforts in the future.
Key insights gained to benchmark anticipated sales impact of individual shopping behaviors for 2009; this information will drive forecasting, pricing dynamics and product development in the short term. |
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