Page 119 - Foundations of Marketing

Marketing Research O B J E C T I V E S
1. Gain perspective on the
and Information Systems importance of marketing

research.
2. Differentiate between the
two major types of market-
ing research—exploratory
and conclusive research.
3. Describe the basic steps
in conducting marketing
research.
4. Understand how technol-
ogy is used to facilitate
information gathering and
© iStockphoto.com/sandramo 5. Identify key ethical and
analysis.

international consid-
erations in marketing
research.

M A R K E T I N G I N S I G H T S

LEGO Discovers an Overlooked Target Market—Girls!

LEGO, the world’s third-largest toy company, is well project themselves into role-play situations and
known for its plastic building block sets. Especially identify with the minifigures in LEGO kits.
since its introduction of block kits and video games Based on research with 3,500 girls over four years,
featuring characters and situations from hit movie the company’s international team of designers
franchises like Star Wars and Harry Potter , LEGO developed LEGO Friends, building sets featuring five
has enjoyed strong sales and profits. The Danish female minifigures living in fictional Heartlake City,
firm’s toys were mostly geared toward boys until which includes a café, veterinary clinic, beauty salon,
CEO Jorgen Vig Knudstorp decided to expand and horse stables. The designers also developed six
LEGO’s appeal by creating products specifically for bright new block colors, including lavender and tur-
girls of kindergarten age and up. quoise, specifically for Friends sets.
LEGO’s researchers began by observing girls at Despite some controversy over whether this new
play and interviewing their families about likes and product line was reinforcing gender stereotypes,
dislikes. One finding was that girls tend to enjoy LEGO Friends have become extremely popular.
role-playing and telling stories that evolve minute During the first year alone, LEGO sold twice as
by minute. The researchers also learned how much many Friends sets as it expected, giving a big boost
attention girls pay to color and other aesthetic to company revenues and setting the stage for
details. Finally, they discovered that girls like to future product introductions.
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