Have companies ever actually undergone real changes because of what they’re learned about their customers through consumer opinion?
Their answer is yes – absolutely. Taking paid surveys can create an enormous shift in the products that line shelves (or end up in your digital carts).
Let’s look at Lego, which is the most successful toy company in the world. For years, Lego products were primarily geared towards a male audience, and many people considered them just for boys. But after conducting a study, they found out that only 9% of the toy’s consumers were female.
Lego set out to find a way to capture a wider net of female customers. That meant conducting extensive market research to find out what changes they needed to make to their product.
The famous toy company sent out researchers to conduct a four-year study to find out this answer. They spent four years analyzing the behavior of 3,500 girls and their mothers. The study involved observing their playing habits, as well as questioning what would make their product more attractive to girls.
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Did Lego’s Research Prove Effective?
What was the conclusion of the study?
When the market research reached its conclusion, Lego found that girls enjoyed building just as much as boys did. And so they were ready to launch a new product that would encapsulate their findings. On January 1, 2012, they came out with a new line called “Friends.”
The new Lego set included more vibrant colored bricks, as well as packaging that would be more appealing to a female audience. In addition, Lego increased the size of the figurines, just enough to accommodate new accessories like purses and hair brushes.
Lego Friends proved to be an effective tool for engaging a female audience, and the brand’s extensive market research was the underlying reason for this new success. In addition to the Friends set, Lego also launched a Disney Princess line. Between the two, they saw a 28% increase in year-end sales on their girl-ending sets.
The move was not without its backlash, with several feminist groups criticizing the company’s newest sets. But Lego maintained that the set itself was equally as challenging to construct as those that proved successful with boys. The differences were all derived from extensive research, and their research proved to be effective in gaining a new demographic of loyal consumers.
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Data Source: wsj.com, fortune.com