SlideShare a Scribd company logo
1 of 21
Download to read offline
Steve Reece
steve.reece@vicientertainment.co.uk
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!
 EnteredToy 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 ImaginationGames 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. AllTrademarks 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.
Steve Reece
steve.reece@vicientertainment.co.uk
www.stevenreece.com
© 2013 RG Marketing Ltd. All rights reserved.
“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 successesand 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 ofToys at
Spielwarenmesse (Nuremberg)Toy Fair:
http://www.youtube.com/watch?v=wF1Qdx5gwZE
 Steve’s presentation onThe EuropeanToy Market:
http://www.slideshare.net/StevenReece/the-future-
of-toys-trends-in-2020
 The Practical GuideTo DoingToy Business In Europe.
 The Practical GuideTo DoingToy Business In North
America.
 Another Slice ofThe Pie:WhyVirtualWorld Brands Need
A Brand Licensing Program.
 How &Why Kids PlayWith ConstructionToys & Building
Blocks.
 HowToWinTopToy Licenses.
 KidsTablets: Competitive Advantage Factors.
 HowTo GrowYourToy Distribution.
 55 Features OfTop Selling Board Games.
 Toy News – leading UKToy trade magazine
 The ImportanceOfThe Senses ForToys: http://www.toynews-online.biz/opinion/read/steve-reece-the-power-of-
touch/040708
 WhyToy 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 ForToy Products: http://www.toynews-online.biz/opinion/read/timeless-toy-themes-perennial-
goldmines/040251
 HowToy Consumers Expectations Have Changed: http://www.toynews-online.biz/opinion/read/the-21st-century-
toy-consumer/040863
 ReducingThe Risk OfToy Launch Failure: http://www.toynews-online.biz/opinion/read/inside-trader-reducing-risk-
of-toy-launch-failure/040171
 EightCharacteristicsOf SuccessfulToy People: http://www.toynews-online.biz/opinion/read/eight-characteristics-
of-successful-toy-people/040221
 WhyThe Maxim ‘Never WorkWith Kids & Animals’ Does NotApplyToTheToy Industry: http://www.toynews-
online.biz/news/read/opinion-never-work-with-kids-and-animals/031302
 Licensing.biz – Leading Brand Licensing Publication
 VirtualWorlds & Brand Licensing http://www.licensing.biz/opinion/read/beware-of-the-virtual-world-licensing-gold-
rush/038207
 HowTo CreateAToyetic Entertainment Brand: http://www.licensing.biz/business-analysis/read/how-to-create-a-
toyetic-entertainment-brand/026890
 FiveWaysTo SpotA Merchandise Friendly App: http://www.licensing.biz/business-analysis/read/five-ways-to-spot-
a-merchandise-friendly-app/026889
 Tips ForWinning TopToy Licenses: http://www.licensing.biz/business-analysis/read/blog-tips-for-winning-top-
licences/026888
 7WaysTo PickThe Right Licensees: http://www.licensing.biz/business-analysis/read/blog-seven-ways-
to-pick-the-right-licensees/026887
TheToy Book – Leading North American ToyTrade Publication
 The EuropeanToy Market – Large But Fragmented: http://toybook.com/wp-
content/uploads/2009/09/TheEuropeanToyMarketMayJune2012.pdf
 EuropeanToy Fairs 2012 Round Up: http://toybook.com/european-toy-fairs-
2012-round-up/
YourToyCom.com – official Blog of the Spielwarenmesse (Nuremberg)
InternationalToy Fair
 Steve’s articles are regularly published
here: http://www.yourtoycom.com (login/sign up needed to access site)
GlobalToy News – leading GlobalToy 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
steve.reece@vicientertainment.co.uk
Our Blog: www.KidsBrandInsight.com
Steve’sToy Industry Blog: www.stevenreece.com
Steve Reece
steve.reece@vicientertainment.co.uk
Our Blog: www.KidsBrandInsight.com

More Related Content

What's hot

Kids Can Handle the Truth: A Modest Proposal for the NY Times
Kids Can Handle the Truth: A Modest Proposal for the NY TimesKids Can Handle the Truth: A Modest Proposal for the NY Times
Kids Can Handle the Truth: A Modest Proposal for the NY TimesDubit
 
Advertising Project 2
Advertising Project 2Advertising Project 2
Advertising Project 2MrG
 
Advertising associated with children
Advertising associated with childrenAdvertising associated with children
Advertising associated with childrenAbdul Hanan Manzoor
 
Designing Websites For Kids: Trends & Best Practices
Designing Websites For Kids: Trends & Best PracticesDesigning Websites For Kids: Trends & Best Practices
Designing Websites For Kids: Trends & Best PracticesPixel Crayons
 
How Young Early Adopters Find and Share new Entertainment (Children's Media C...
How Young Early Adopters Find and Share new Entertainment (Children's Media C...How Young Early Adopters Find and Share new Entertainment (Children's Media C...
How Young Early Adopters Find and Share new Entertainment (Children's Media C...Dubit
 
toy manufacturers project report.
toy manufacturers project report.toy manufacturers project report.
toy manufacturers project report.Hagi Sahib
 
Toy manufacturing processes
Toy manufacturing processesToy manufacturing processes
Toy manufacturing processesEmanuel Maia
 
A Collection of Advertisements (Created by Mrs. Brown's 4th Grade Class)
A Collection of Advertisements (Created by Mrs. Brown's 4th Grade Class)A Collection of Advertisements (Created by Mrs. Brown's 4th Grade Class)
A Collection of Advertisements (Created by Mrs. Brown's 4th Grade Class)lrothfeld
 
Insight You Need to Successfully Market to Tweens and Teens
Insight You Need to Successfully Market  to Tweens and TeensInsight You Need to Successfully Market  to Tweens and Teens
Insight You Need to Successfully Market to Tweens and TeensAquent
 
FINAL Deliverable-Fantastic 5, Now 6-MKTG 3660
FINAL Deliverable-Fantastic 5, Now 6-MKTG 3660FINAL Deliverable-Fantastic 5, Now 6-MKTG 3660
FINAL Deliverable-Fantastic 5, Now 6-MKTG 3660Erika Cole
 
Some conversation starters for Rupa and Co.
Some conversation starters for Rupa and Co.Some conversation starters for Rupa and Co.
Some conversation starters for Rupa and Co.Tannistho Ghosh
 
CCFC Part 1 of 2
CCFC Part 1 of 2CCFC Part 1 of 2
CCFC Part 1 of 2CCFC
 
jwt presnetation
jwt presnetationjwt presnetation
jwt presnetationPaula Perez
 
A Collection of Advertisements (Created by Mrs. Radner's 4th Grade Class)
A Collection of Advertisements (Created by Mrs. Radner's 4th Grade Class)A Collection of Advertisements (Created by Mrs. Radner's 4th Grade Class)
A Collection of Advertisements (Created by Mrs. Radner's 4th Grade Class)lrothfeld
 
JWE Creative Service Portfolio 2013
JWE Creative Service Portfolio 2013JWE Creative Service Portfolio 2013
JWE Creative Service Portfolio 2013Jon Wesley Ewell
 
Miami Ad School Account Planning Bootcamp Portfolio
Miami Ad School Account Planning Bootcamp PortfolioMiami Ad School Account Planning Bootcamp Portfolio
Miami Ad School Account Planning Bootcamp Portfolionickjones88
 
Business of Farming Conference 2013: 30 Direct Marketing Ideas
Business of Farming Conference 2013: 30 Direct Marketing IdeasBusiness of Farming Conference 2013: 30 Direct Marketing Ideas
Business of Farming Conference 2013: 30 Direct Marketing Ideasasapconnections
 
Young Marketers 3 - Semifinal - PUVU
Young Marketers 3 - Semifinal - PUVUYoung Marketers 3 - Semifinal - PUVU
Young Marketers 3 - Semifinal - PUVUYoung Marketers
 
Kidsorted redesign (June 2016)
Kidsorted redesign (June 2016)Kidsorted redesign (June 2016)
Kidsorted redesign (June 2016)Anshu Goel
 

What's hot (20)

Kids Can Handle the Truth: A Modest Proposal for the NY Times
Kids Can Handle the Truth: A Modest Proposal for the NY TimesKids Can Handle the Truth: A Modest Proposal for the NY Times
Kids Can Handle the Truth: A Modest Proposal for the NY Times
 
Advertising Project 2
Advertising Project 2Advertising Project 2
Advertising Project 2
 
Advertising associated with children
Advertising associated with childrenAdvertising associated with children
Advertising associated with children
 
Designing Websites For Kids: Trends & Best Practices
Designing Websites For Kids: Trends & Best PracticesDesigning Websites For Kids: Trends & Best Practices
Designing Websites For Kids: Trends & Best Practices
 
How Young Early Adopters Find and Share new Entertainment (Children's Media C...
How Young Early Adopters Find and Share new Entertainment (Children's Media C...How Young Early Adopters Find and Share new Entertainment (Children's Media C...
How Young Early Adopters Find and Share new Entertainment (Children's Media C...
 
toy manufacturers project report.
toy manufacturers project report.toy manufacturers project report.
toy manufacturers project report.
 
The COMBO co. new business pitch
The COMBO co. new business pitchThe COMBO co. new business pitch
The COMBO co. new business pitch
 
Toy manufacturing processes
Toy manufacturing processesToy manufacturing processes
Toy manufacturing processes
 
A Collection of Advertisements (Created by Mrs. Brown's 4th Grade Class)
A Collection of Advertisements (Created by Mrs. Brown's 4th Grade Class)A Collection of Advertisements (Created by Mrs. Brown's 4th Grade Class)
A Collection of Advertisements (Created by Mrs. Brown's 4th Grade Class)
 
Insight You Need to Successfully Market to Tweens and Teens
Insight You Need to Successfully Market  to Tweens and TeensInsight You Need to Successfully Market  to Tweens and Teens
Insight You Need to Successfully Market to Tweens and Teens
 
FINAL Deliverable-Fantastic 5, Now 6-MKTG 3660
FINAL Deliverable-Fantastic 5, Now 6-MKTG 3660FINAL Deliverable-Fantastic 5, Now 6-MKTG 3660
FINAL Deliverable-Fantastic 5, Now 6-MKTG 3660
 
Some conversation starters for Rupa and Co.
Some conversation starters for Rupa and Co.Some conversation starters for Rupa and Co.
Some conversation starters for Rupa and Co.
 
CCFC Part 1 of 2
CCFC Part 1 of 2CCFC Part 1 of 2
CCFC Part 1 of 2
 
jwt presnetation
jwt presnetationjwt presnetation
jwt presnetation
 
A Collection of Advertisements (Created by Mrs. Radner's 4th Grade Class)
A Collection of Advertisements (Created by Mrs. Radner's 4th Grade Class)A Collection of Advertisements (Created by Mrs. Radner's 4th Grade Class)
A Collection of Advertisements (Created by Mrs. Radner's 4th Grade Class)
 
JWE Creative Service Portfolio 2013
JWE Creative Service Portfolio 2013JWE Creative Service Portfolio 2013
JWE Creative Service Portfolio 2013
 
Miami Ad School Account Planning Bootcamp Portfolio
Miami Ad School Account Planning Bootcamp PortfolioMiami Ad School Account Planning Bootcamp Portfolio
Miami Ad School Account Planning Bootcamp Portfolio
 
Business of Farming Conference 2013: 30 Direct Marketing Ideas
Business of Farming Conference 2013: 30 Direct Marketing IdeasBusiness of Farming Conference 2013: 30 Direct Marketing Ideas
Business of Farming Conference 2013: 30 Direct Marketing Ideas
 
Young Marketers 3 - Semifinal - PUVU
Young Marketers 3 - Semifinal - PUVUYoung Marketers 3 - Semifinal - PUVU
Young Marketers 3 - Semifinal - PUVU
 
Kidsorted redesign (June 2016)
Kidsorted redesign (June 2016)Kidsorted redesign (June 2016)
Kidsorted redesign (June 2016)
 

Viewers also liked

New Natural: The Next Generation of Conscious Consumerism
New Natural: The Next Generation of Conscious ConsumerismNew Natural: The Next Generation of Conscious Consumerism
New Natural: The Next Generation of Conscious ConsumerismJ. Walter Thompson Intelligence
 
'Generation SpongeBob' or Generation Z. Who these kids are and how to reach t...
'Generation SpongeBob' or Generation Z. Who these kids are and how to reach t...'Generation SpongeBob' or Generation Z. Who these kids are and how to reach t...
'Generation SpongeBob' or Generation Z. Who these kids are and how to reach t...Dreammachine
 
Coffee houses china - december 2015
Coffee houses   china - december 2015Coffee houses   china - december 2015
Coffee houses china - december 2015Lisa
 
Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...
Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...
Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...Dreammachine
 
2017 Trust Barometer - Italian launch
2017 Trust Barometer - Italian launch2017 Trust Barometer - Italian launch
2017 Trust Barometer - Italian launchEdelman Italia
 
Battle of health drinks in India
Battle of health drinks in IndiaBattle of health drinks in India
Battle of health drinks in IndiaDr. Tapish Panwar
 
2016 Edelman Trust Barometer - Food & Beverage Results
2016 Edelman Trust Barometer - Food & Beverage Results2016 Edelman Trust Barometer - Food & Beverage Results
2016 Edelman Trust Barometer - Food & Beverage ResultsEdelman
 
WHAT’S ON THE MENU IN 2017: Global Food and Beverage Trends
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsWHAT’S ON THE MENU IN 2017: Global Food and Beverage Trends
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
 

Viewers also liked (12)

New Natural: The Next Generation of Conscious Consumerism
New Natural: The Next Generation of Conscious ConsumerismNew Natural: The Next Generation of Conscious Consumerism
New Natural: The Next Generation of Conscious Consumerism
 
'Generation SpongeBob' or Generation Z. Who these kids are and how to reach t...
'Generation SpongeBob' or Generation Z. Who these kids are and how to reach t...'Generation SpongeBob' or Generation Z. Who these kids are and how to reach t...
'Generation SpongeBob' or Generation Z. Who these kids are and how to reach t...
 
Gen Z: Digital in Their DNA (April 2012)
Gen Z: Digital in Their DNA (April 2012)Gen Z: Digital in Their DNA (April 2012)
Gen Z: Digital in Their DNA (April 2012)
 
Food + Drink: Trends and futures
Food + Drink: Trends and futures Food + Drink: Trends and futures
Food + Drink: Trends and futures
 
Coffee houses china - december 2015
Coffee houses   china - december 2015Coffee houses   china - december 2015
Coffee houses china - december 2015
 
CX over CS - Are you ready?
CX over CS - Are you ready?CX over CS - Are you ready?
CX over CS - Are you ready?
 
Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...
Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...
Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...
 
Print Media Analysis September- 2017
Print Media Analysis September- 2017Print Media Analysis September- 2017
Print Media Analysis September- 2017
 
2017 Trust Barometer - Italian launch
2017 Trust Barometer - Italian launch2017 Trust Barometer - Italian launch
2017 Trust Barometer - Italian launch
 
Battle of health drinks in India
Battle of health drinks in IndiaBattle of health drinks in India
Battle of health drinks in India
 
2016 Edelman Trust Barometer - Food & Beverage Results
2016 Edelman Trust Barometer - Food & Beverage Results2016 Edelman Trust Barometer - Food & Beverage Results
2016 Edelman Trust Barometer - Food & Beverage Results
 
WHAT’S ON THE MENU IN 2017: Global Food and Beverage Trends
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsWHAT’S ON THE MENU IN 2017: Global Food and Beverage Trends
WHAT’S ON THE MENU IN 2017: Global Food and Beverage Trends
 

Similar to Kids Brand Insight Company Presentation

Web Video for Conversion and Engagement
Web Video for Conversion and EngagementWeb Video for Conversion and Engagement
Web Video for Conversion and EngagementJesse Buckley
 
Outside In Brochure
Outside In BrochureOutside In Brochure
Outside In BrochureMat Shore
 
Outside In - Innovation and Insights Consultancy Credentials
Outside In - Innovation and Insights Consultancy CredentialsOutside In - Innovation and Insights Consultancy Credentials
Outside In - Innovation and Insights Consultancy CredentialsMat Shore
 
From Mind to Market - Value Propositions and Quick Pitches
From Mind to Market - Value Propositions and Quick PitchesFrom Mind to Market - Value Propositions and Quick Pitches
From Mind to Market - Value Propositions and Quick PitchesMichael Koenka
 
Career in Marketing
Career in MarketingCareer in Marketing
Career in Marketingsamay99
 
So you think you know your business model?
So you think you know your business model?So you think you know your business model?
So you think you know your business model?Guillaume Decugis
 
Moving from NOW to NEXT in the Marketing of Insights
Moving from NOW to NEXT in the Marketing of Insights Moving from NOW to NEXT in the Marketing of Insights
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
 
Fundraising Strategy - useful tools that really work IoF 2011
Fundraising Strategy - useful tools that really work IoF 2011Fundraising Strategy - useful tools that really work IoF 2011
Fundraising Strategy - useful tools that really work IoF 2011Simon Burne
 
Promo focuscapabilitiespreso
Promo focuscapabilitiespresoPromo focuscapabilitiespreso
Promo focuscapabilitiespresoJennifer Pricci
 
How to Dominate the Marketplace with a Great Product & Winning Business Strategy
How to Dominate the Marketplace with a Great Product & Winning Business StrategyHow to Dominate the Marketplace with a Great Product & Winning Business Strategy
How to Dominate the Marketplace with a Great Product & Winning Business StrategyJoseph Essien
 
Empowering your employees with culture of innovation
Empowering your employees with culture of innovationEmpowering your employees with culture of innovation
Empowering your employees with culture of innovationWilliamNguyen81
 
Dynamic a&p presentation
Dynamic a&p   presentationDynamic a&p   presentation
Dynamic a&p presentationSarahDavidson93
 
Best practices for pharmaceutical training seminars and employee engagement
Best practices for pharmaceutical training seminars and employee engagementBest practices for pharmaceutical training seminars and employee engagement
Best practices for pharmaceutical training seminars and employee engagementJack Morton Worldwide
 
Ay Chip. Annual Report
Ay Chip. Annual ReportAy Chip. Annual Report
Ay Chip. Annual ReportDavid Minatra
 
Business opportunity for the rest of us
Business opportunity for the rest of usBusiness opportunity for the rest of us
Business opportunity for the rest of usEliseu Tavares
 

Similar to Kids Brand Insight Company Presentation (20)

Experiential planning guide
Experiential planning guideExperiential planning guide
Experiential planning guide
 
Web Video for Conversion and Engagement
Web Video for Conversion and EngagementWeb Video for Conversion and Engagement
Web Video for Conversion and Engagement
 
[NAVER D2SF][TMS2019] 아드리엘
[NAVER D2SF][TMS2019] 아드리엘[NAVER D2SF][TMS2019] 아드리엘
[NAVER D2SF][TMS2019] 아드리엘
 
Outside In Brochure
Outside In BrochureOutside In Brochure
Outside In Brochure
 
Outside In - Innovation and Insights Consultancy Credentials
Outside In - Innovation and Insights Consultancy CredentialsOutside In - Innovation and Insights Consultancy Credentials
Outside In - Innovation and Insights Consultancy Credentials
 
From Mind to Market - Value Propositions and Quick Pitches
From Mind to Market - Value Propositions and Quick PitchesFrom Mind to Market - Value Propositions and Quick Pitches
From Mind to Market - Value Propositions and Quick Pitches
 
Profitable Product Selection
Profitable Product SelectionProfitable Product Selection
Profitable Product Selection
 
Career in Marketing
Career in MarketingCareer in Marketing
Career in Marketing
 
So you think you know your business model?
So you think you know your business model?So you think you know your business model?
So you think you know your business model?
 
Moving from NOW to NEXT in the Marketing of Insights
Moving from NOW to NEXT in the Marketing of Insights Moving from NOW to NEXT in the Marketing of Insights
Moving from NOW to NEXT in the Marketing of Insights
 
MP_SECURITY_IND
MP_SECURITY_INDMP_SECURITY_IND
MP_SECURITY_IND
 
Promo focuscapabilitiespreso
Promo focuscapabilitiespresoPromo focuscapabilitiespreso
Promo focuscapabilitiespreso
 
Fundraising Strategy - useful tools that really work IoF 2011
Fundraising Strategy - useful tools that really work IoF 2011Fundraising Strategy - useful tools that really work IoF 2011
Fundraising Strategy - useful tools that really work IoF 2011
 
Promo focuscapabilitiespreso
Promo focuscapabilitiespresoPromo focuscapabilitiespreso
Promo focuscapabilitiespreso
 
How to Dominate the Marketplace with a Great Product & Winning Business Strategy
How to Dominate the Marketplace with a Great Product & Winning Business StrategyHow to Dominate the Marketplace with a Great Product & Winning Business Strategy
How to Dominate the Marketplace with a Great Product & Winning Business Strategy
 
Empowering your employees with culture of innovation
Empowering your employees with culture of innovationEmpowering your employees with culture of innovation
Empowering your employees with culture of innovation
 
Dynamic a&p presentation
Dynamic a&p   presentationDynamic a&p   presentation
Dynamic a&p presentation
 
Best practices for pharmaceutical training seminars and employee engagement
Best practices for pharmaceutical training seminars and employee engagementBest practices for pharmaceutical training seminars and employee engagement
Best practices for pharmaceutical training seminars and employee engagement
 
Ay Chip. Annual Report
Ay Chip. Annual ReportAy Chip. Annual Report
Ay Chip. Annual Report
 
Business opportunity for the rest of us
Business opportunity for the rest of usBusiness opportunity for the rest of us
Business opportunity for the rest of us
 

Recently uploaded

Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In HarareTop^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Hararedoctorjoe1984
 
Presentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelledPresentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelledCaitlinCummins3
 
Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsStefan Wolpers
 
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.docGuide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.docssuserf63bd7
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Alejandro Cremades
 
Raising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesRaising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesAlejandro Cremades
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseirhcs
 
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODFRATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODFCaitlinCummins3
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Associationseri bangash
 
Your Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptxYour Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptxOs Hillman
 
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...BabaJohn3
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfDaftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfAgusHalim9
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfHolger Mueller
 
PitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsPitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsAlejandro Cremades
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...Khaled Al Awadi
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?Alejandro Cremades
 
Series A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by AccionSeries A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by AccionAlejandro Cremades
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfomnme1
 

Recently uploaded (20)

Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In HarareTop^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
 
Presentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelledPresentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelled
 
Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & Transformations
 
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.docGuide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
 
Apotik Jual Obat Aborsi asli Mataram, Wa : 085180626899 - Penjual obat Cytote...
Apotik Jual Obat Aborsi asli Mataram, Wa : 085180626899 - Penjual obat Cytote...Apotik Jual Obat Aborsi asli Mataram, Wa : 085180626899 - Penjual obat Cytote...
Apotik Jual Obat Aborsi asli Mataram, Wa : 085180626899 - Penjual obat Cytote...
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)
 
Raising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesRaising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE Ventures
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings release
 
WAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdfWAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdf
 
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODFRATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
 
Your Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptxYour Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptx
 
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfDaftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
 
PitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsPitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for Startups
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?
 
Series A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by AccionSeries A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by Accion
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
 

Kids Brand Insight Company Presentation

  • 3.
  • 4. 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..
  • 5.  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!
  • 6.  EnteredToy 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 ImaginationGames 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.
  • 7. N.B. AllTrademarks are the property of their respective owners.
  • 8. 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!
  • 9.  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.
  • 10. 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.
  • 11. 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.
  • 12.  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 £££
  • 13. 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.
  • 15. “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 successesand gained many valuable insights as a result of working with Steve and team.” Paul Chandler, Senior Marketing Manager, Hornby Hobbies
  • 16.  Steve’s presentation on the Future ofToys at Spielwarenmesse (Nuremberg)Toy Fair: http://www.youtube.com/watch?v=wF1Qdx5gwZE  Steve’s presentation onThe EuropeanToy Market: http://www.slideshare.net/StevenReece/the-future- of-toys-trends-in-2020
  • 17.  The Practical GuideTo DoingToy Business In Europe.  The Practical GuideTo DoingToy Business In North America.  Another Slice ofThe Pie:WhyVirtualWorld Brands Need A Brand Licensing Program.  How &Why Kids PlayWith ConstructionToys & Building Blocks.  HowToWinTopToy Licenses.  KidsTablets: Competitive Advantage Factors.  HowTo GrowYourToy Distribution.  55 Features OfTop Selling Board Games.
  • 18.  Toy News – leading UKToy trade magazine  The ImportanceOfThe Senses ForToys: http://www.toynews-online.biz/opinion/read/steve-reece-the-power-of- touch/040708  WhyToy 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 ForToy Products: http://www.toynews-online.biz/opinion/read/timeless-toy-themes-perennial- goldmines/040251  HowToy Consumers Expectations Have Changed: http://www.toynews-online.biz/opinion/read/the-21st-century- toy-consumer/040863  ReducingThe Risk OfToy Launch Failure: http://www.toynews-online.biz/opinion/read/inside-trader-reducing-risk- of-toy-launch-failure/040171  EightCharacteristicsOf SuccessfulToy People: http://www.toynews-online.biz/opinion/read/eight-characteristics- of-successful-toy-people/040221  WhyThe Maxim ‘Never WorkWith Kids & Animals’ Does NotApplyToTheToy Industry: http://www.toynews- online.biz/news/read/opinion-never-work-with-kids-and-animals/031302  Licensing.biz – Leading Brand Licensing Publication  VirtualWorlds & Brand Licensing http://www.licensing.biz/opinion/read/beware-of-the-virtual-world-licensing-gold- rush/038207  HowTo CreateAToyetic Entertainment Brand: http://www.licensing.biz/business-analysis/read/how-to-create-a- toyetic-entertainment-brand/026890  FiveWaysTo SpotA Merchandise Friendly App: http://www.licensing.biz/business-analysis/read/five-ways-to-spot- a-merchandise-friendly-app/026889  Tips ForWinning TopToy Licenses: http://www.licensing.biz/business-analysis/read/blog-tips-for-winning-top- licences/026888  7WaysTo PickThe Right Licensees: http://www.licensing.biz/business-analysis/read/blog-seven-ways- to-pick-the-right-licensees/026887
  • 19. TheToy Book – Leading North American ToyTrade Publication  The EuropeanToy Market – Large But Fragmented: http://toybook.com/wp- content/uploads/2009/09/TheEuropeanToyMarketMayJune2012.pdf  EuropeanToy Fairs 2012 Round Up: http://toybook.com/european-toy-fairs- 2012-round-up/ YourToyCom.com – official Blog of the Spielwarenmesse (Nuremberg) InternationalToy Fair  Steve’s articles are regularly published here: http://www.yourtoycom.com (login/sign up needed to access site) GlobalToy News – leading GlobalToy 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