Video Case

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Couple of things Wild Planet does for gain customer insight is, they want to be around kids all the time, and they speak to around 5000 kids in a whole year. They don’t do the normal ‘’focus groups’’ where kids play with the toys in a closed environment, they want to observe how kids play with the toys in their natural environment which is also called ‘’ethnographic research ’’. Conclusion, ethnographic research is defined ‘’ A form of observational research that involves sending trained observers to watch and interact with consumers in their ‘’ natural environment’ ’They make the kids bring a couple of their friends and play with the toys and after asked simple questions to the kids to gain feedback. Wild planet also took this research to a different level, they gave the kids 30 dollars, and made them go but what toys they wanted. This made Wild Planet realize group pressure has a big influence in how kids behave, what toy they want, and how to play with the toy. This is what is so amazing with kids, you never know what is going too happened.
Now I will explain 2 major thing Wild Planet does which is where they gain most customer insight from. Wild Planet created a toy opinion panel where the kids rate the products they have recently played with. We can see in the video how the kids’ gets all the laboratory dresses and make it special for them, Wild Planet makes sure they gain as much feedback as possible. The second is that they have a ‘’ Kid inventor challenge’’, this is where kids make their own toys, they use their imagination and like most people know kids imagination reaches to a different level compared to adults, this is why this is such a great marketing research program. This says what kind of toys the kids want, and fo...

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...with it? One experimental research Wild Planet could try seems really harsh but could make a difference. If a kid or kids go in to one empty room and only have one ore couple of toys to play with, how long does the kid play with each toy? Does the kid play with every toy? What toy do the kid pick up the first? This is some of the thing I asked myself. This types of researches can help designers make products be ‘’attractive longer’’ which safe a lot of money for customers, and if customers save money it creates a better relationship. And if the researches show special mood change or behavior on the kids depending on how the kids feel depending on what toy they use, it can help designer make a product, that maybe will maybe help the kid happy longer or become happy, which would make parents really happy, because parents doesn’t want to see their kids sad or mad.

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