Kids Brand Insight Company Presentation
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Leading consumer research company specialising in consumer insight with kids. Experts in testing toys, games, kids TV shows, virtual worlds, apps and other forms of entertainment for children. Methodology including: kids focus groups, kids discussion groups, product testing, advertising and communications research with children, packaging execution, concept review etc. For more details go to: www.KidsBrandInsight.com or www.stevenreece.com
Transcript of Kids Brand Insight Company Presentation
Steve Reece
Our Blog: www.KidsBrandInsight.com
There is another way…!
Risk reducing consumer research costing c. £8,000 = as low as 0.1% of potential £ risk!
• R&D / tooling cost = £10-60,000.
• Inventory cost incurred = £200,000-1m+.
• Marketing investment = £60-200,000.
• Sales upside if product flies = £1m-5m
*TOTAL RISK = upto £5.5m!
* Not including retail loss of face, cash-flow impact of launch failure etc..
Founded 2011 by ex-Hasbro & toy industry veteran Steve Reece to deliver insight to toy, game & kids entertainment brands.
Small team 100% focused on kids brands.
Created to fill a gap – between agencies expert in testing what kids have to say about products & content, and the pragmatic commercial reality of decision making facing clients.
Consumer insight can be very valuable… …but ONLY if it delivers commercially savvy,
practical, actionable insight i.e. no fluff!
Entered Toy industry as Hasbro’s in-house market researcher.
Conducted research with thousands of kids / parents.
Two market research qualifications inc. Market Research Society Certificate (with Distinction).
Hasbro Brand Management - Monopoly, Trivial Pursuit, Play-Doh etc.
M.D. of Imagination Games EMEA, Asia-Pac & Global Brands Director.
Worked extensively across UK, USA, France, Germany, Scandinavia, Spain, Italy, Australia, Netherlands, etc.
Pragmatic, commercially savvy and dedicated to delivering actionable, insightful consumer research.
N.B. All Trademarks are the property of their respective owners.
Commentator 1
Describes what’s happening…
Commentator 2
Has actually played the game, so can ANALYSE and explain WHY
something is happening… …and identify solutions.
We use our knowledge & experience of ‘playing the game’ to deliver consumer insight PLUS meaningful analysis and
practical commercial solutions!
We work with many methodologies…
…but we’re not focused on methodology, it’s the right kind of consumer insight we care about… not trying out fancy new methods!
Qualitative Focus Groups. ▪ Brands
▪ Competitive positioning
▪ Key marketing messages
▪ Product & packaging testing & tweaks
▪ Functionality
Immersion Days (hordes of kids & your team!).
Home visits (talk about untidy bedrooms!).
Workshop sessions.
Consultancy.
.
Costs vary based on research needs, but rough rule of thumb:
QUALITATIVE RESEARCH
8 x Focus Groups with Kids (in the UK) start from £5,997 (+VAT).
Combination of Focus Groups with Kids & interviews with mums (in the UK). start from £7,997 (+VAT).
IMMERSION DAYS
Dozens of kids and your team for live play testing/interaction. A real revelation of a day!
Costs start from £5,997 (+VAT).
Limited availability, please book in advance.
WORKSHOP & CONSULTANCY SESSIONS
Dependent on requirements/level of involvement.
N.B. Project costs to be paid 50% in advance, and 50% on project completion.
1. We combine research knowledge, qualifications and expertise with toy, game and entertainment industry inside knowledge.
2. We’ve bought research, so understand the need for clear, meaningful, commercially realistic feedback – no fluff, guaranteed!
3. Proactive brand, marketing & toy business consultancy as added value in our debriefs.
4. Double the value/insight at the same cost as standard research agencies.
5. Public profile & reputation within the industry.
Past projects have:
Informed Brand owners of mismatch between how they & their consumer see their brand allowing for corrections to be made.
Validated brand/product direction allowing for wholehearted backing throughout the organisation & into retail.
Saved $millions in wasted opportunity & costs by identifying deeply flawed/unlikely to work products.
Detailed tweaks to significantly increase product appeal / functionality.
Discovered why key product launches failed maximising lessons learnt & avoiding repeat of poor performance.
Highlighted previously unrecognised purchase triggers allowing for maximum impact for marketing £££
Q: How do I know it will be worth our time & money to conduct research with you?
A: After hundreds of projects with thousands of kids and parents, we have NEVER had a project which failed to reveal at least some critical insights. We deliver findings based on analysis of what kids said, but then we move beyond that into practical consequences. This has always lead to meaningful insight and satisfied clients thus far.
Q: Can my team watch research sessions with kids?
A: Yes of course, but we limit this to 1, or max. 2 people per session, as any more can negatively affect the behaviour & response of the kids.
Q: Can we trust you to present/supply findings to our board/senior management?
A: Yes, absolutely. We have extensive experience of presenting to senior management/board level including Hasbro & other leading companies in the industry.
Q: Can we take photos/record the sessions?
A: We’d like to say yes, but unfortunately we can’t offer this as standard – in this day and age, releasing audio/video files including children is restricted by parents & schools. We can recruit specifically for the purpose of recording, but there is a cost impact for working this way.
Q: Your sessions are mostly conducted in schools, but other research agencies use specialist research recruiters. Why?
A: We have extensive experience of both forms of recruitment. We find schools offer the ‘purest’, most realistic responses on the basis that the consumers involved are more randomly selected. We have to be sensitive to the school environment, rules and needs, but we find this environment delivers the best findings.
“The Insight gained from working with Steve has been extremely valuable to us. Steve took care to understand our objectives and to ensure that he delivered above and beyond our expectation.”
Ben Harper, Magic Box International
“I worked with Steve over a few years at Hasbro and was always impressed by his strategic thinking & insight.”
Philippa Snellgrove, Global Consumer Insights Director, Hasbro
“I worked with Steve and team on several complex and challenging consumer testing projects. For each project, Steve worked to extremely tight timescales, yet always delivered an extensive piece of research; meeting all key objectives along the way. Each piece of work has fed directly into the project decision process. We have benefitted from a variety of successes and gained many valuable insights as a result of working with Steve and team.”
Paul Chandler, Senior Marketing Manager, Hornby Hobbies
Steve’s presentation on the Future of Toys at Spielwarenmesse (Nuremberg) Toy Fair:
http://www.youtube.com/watch?v=wF1Qdx5gwZE
Steve’s presentation on The European Toy Market: http://www.slideshare.net/StevenReece/the-future-of-toys-trends-in-2020
The Practical Guide To Doing Toy Business In Europe.
The Practical Guide To Doing Toy Business In North America.
Another Slice of The Pie: Why Virtual World Brands Need A Brand Licensing Program.
How & Why Kids Play With Construction Toys & Building Blocks.
How To Win Top Toy Licenses.
Kids Tablets: Competitive Advantage Factors.
How To Grow Your Toy Distribution.
55 Features Of Top Selling Board Games.
Toy News – leading UK Toy trade magazine The Importance Of The Senses For Toys: http://www.toynews-online.biz/opinion/read/steve-reece-the-power-of-
touch/040708 Why Toy Products Need To Be Adapted For Each New Market: http://www.toynews-online.biz/opinion/read/steve-
reece-same-product-different-market/040500 Perennial Themes For Toy Products: http://www.toynews-online.biz/opinion/read/timeless-toy-themes-perennial-
goldmines/040251 How Toy Consumers Expectations Have Changed: http://www.toynews-online.biz/opinion/read/the-21st-century-
toy-consumer/040863 Reducing The Risk Of Toy Launch Failure: http://www.toynews-online.biz/opinion/read/inside-trader-reducing-risk-
of-toy-launch-failure/040171 Eight Characteristics Of Successful Toy People: http://www.toynews-online.biz/opinion/read/eight-characteristics-
of-successful-toy-people/040221 Why The Maxim ‘Never Work With Kids & Animals’ Does Not Apply To The Toy Industry: http://www.toynews-
online.biz/news/read/opinion-never-work-with-kids-and-animals/031302
Licensing.biz – Leading Brand Licensing Publication Virtual Worlds & Brand Licensing http://www.licensing.biz/opinion/read/beware-of-the-virtual-world-licensing-gold-
rush/038207 How To Create A Toyetic Entertainment Brand: http://www.licensing.biz/business-analysis/read/how-to-create-a-
toyetic-entertainment-brand/026890 Five Ways To Spot A Merchandise Friendly App: http://www.licensing.biz/business-analysis/read/five-ways-to-spot-
a-merchandise-friendly-app/026889 Tips For Winning Top Toy Licenses: http://www.licensing.biz/business-analysis/read/blog-tips-for-winning-top-
licences/026888 7 Ways To Pick The Right Licensees: http://www.licensing.biz/business-analysis/read/blog-seven-ways-
to-pick-the-right-licensees/026887
The Toy Book – Leading North American Toy Trade Publication The European Toy Market – Large But Fragmented: http://toybook.com/wp-
content/uploads/2009/09/TheEuropeanToyMarketMayJune2012.pdf European Toy Fairs 2012 Round Up: http://toybook.com/european-toy-fairs-
2012-round-up/ YourToyCom.com – official Blog of the Spielwarenmesse (Nuremberg) International Toy Fair
Steve’s articles are regularly published here: http://www.yourtoycom.com (login/sign up needed to access site)
Global Toy News – leading Global Toy industry trade blog
The importance of adapting products that work in one market before rolling out to new markets: http://www.globaltoynews.com/2012/01/same-language-same-product.html
Our Blog: www.KidsBrandInsight.com
Steve’s Toy Industry Blog: www.stevenreece.com
Steve Reece
Our Blog: www.KidsBrandInsight.com
