Reebok Shoe Discussion Case

Topics: Research and development, Research, Marketing Pages: 3 (1139 words) Published: April 16, 2007
Questions for Discussion

1.What are the different ways in which Wild Planet gains insight into customers' opinions? Are the insights gained from its market research worth the costs?

Wild Planet gains insight through market research, but not in the conventional way like other companies would. Wild Planet is creative with their market research and has many different ways to collect this information. Observe kids with "Ethnographic Research" were they study kids in their natural play environments. This allows Wild Planet to gain valuable insight into the world of the kids and natural play habits. Wild Planet can then process the information and use this information to best fit the kids and parents opinions on the toys they should produce. Wild Planet does not gather research in the conventional way, but go out of their way to collect more accurate information and feedback. Wild Planet goes out and follows kids around in everyday life and visits their homes to gain insight using ethnographic research. Wild Planet also does research on the shopping and buying of toys that kids do when shopping with their parents or by themselves. Wild Planet gives children $30 to go out in the mall and buy toys while observing what they buy. This allows Wild Planet to monitor the effective advertisement of their toys and if they are appealing enough to a child's eyes. The research department does not only focus on targeting kids, but asks the parents as well. Since kids do not usually have the money to buy the toys, it is the parents who have the final word on what to purchase from the stores. Wild Planet also has a survey department called the Toy Opinion Panel (TOP) to gain information from people on a database at any time. They use surveys and home groups to test new toys and give feedback on certain products in testing. This is very valuable because they already have a testing group on call that can help them market and produce their toys effectively. There is also an...
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