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    Knetzer

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    Mattel is conducting focus groups in 5 cities to understand attitudes towards their Wild Hearts Dolls and gather feedback to improve advertising, with the goal of understanding preferences of children aged 6-12 and their guardians for Mattel toys and competing brands. There will be 10 focus groups total, with 2 groups in each city consisting of children aged 6-9 and 10-12 respectively to compare responses across age groups. The focus groups will take place over 5 days in April 2020 in Dallas, Kansas City, New York City, Madison, and Los Angeles.

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    Knetzer

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    Mattel is conducting focus groups in 5 cities to understand attitudes towards their Wild Hearts Dolls and gather feedback to improve advertising, with the goal of understanding preferences of children aged 6-12 and their guardians for Mattel toys and competing brands. There will be 10 focus groups total, with 2 groups in each city consisting of children aged 6-9 and 10-12 respectively to compare responses across age groups. The focus groups will take place over 5 days in April 2020 in Dallas, Kansas City, New York City, Madison, and Los Angeles.

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    Mattel is conducting focus groups in 5 cities to understand attitudes towards their Wild Hearts Dolls and gather feedback to improve advertising, with the goal of understanding preferences of children aged 6-12 and their guardians for Mattel toys and competing brands. There will be 10 focus groups total, with 2 groups in each city consisting of children aged 6-9 and 10-12 respectively to compare responses across age groups. The focus groups will take place over 5 days in April 2020 in Dallas, Kansas City, New York City, Madison, and Los Angeles.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    96 views6 pages

    Knetzer

    Uploaded by

    api-497167494
    Mattel is conducting focus groups in 5 cities to understand attitudes towards their Wild Hearts Dolls and gather feedback to improve advertising, with the goal of understanding preferences of children aged 6-12 and their guardians for Mattel toys and competing brands. There will be 10 focus groups total, with 2 groups in each city consisting of children aged 6-9 and 10-12 respectively to compare responses across age groups. The focus groups will take place over 5 days in April 2020 in Dallas, Kansas City, New York City, Madison, and Los Angeles.

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    of 6

    Moderator’s Outline

    Section One - Moderator Instructions

    Client: Mattel

    Purpose of the Focus Group

    The primary objective of the focus group is to gather the opinions and attitudes about the

    Wild Hearts Dolls to help improve Mattel’s advertising techniques. A secondary objective is to

    gather information on the general attitudes and preferences for Mattel and other competing

    brands.

    Focus Group Location and Groups

    There will be five focus groups in five different locations for the focus groups. The cities

    will be Kansas City, KS; New York City, NY; Madison, WI; Los Angeles, CA; and Dallas, TX.

    These markets were chosen because they are highly populated areas in different regions of the

    US and they cover different regions of the United States. There will be two focus groups in each

    city. The different locations may offer diversity in attitudes. It will allow us to understand the

    varying attitudes of children and parents across different markets in the US.

    Participants

    The participants of these focus groups should be children that are between the ages of 6-

    12, and their household guardians. The demographics of the children were determined by the

    minimum age that Mattel recommends children are before playing with Wild Hearts Dolls. 6

    year-old children are also well-into the imagination/theatrical stage of play, making them a

    suitable target audience of Wild Hearts Doll. The age range will be capped at 12 because older

    children have begun to outgrow dolls and action figures. Their household guardians will
    participate also, because they are the providers of the children. They will make the final

    decisions on which toys to buy for them.

    Number of Groups in Each Market

    There will be two focus groups in each of our five regions. The different locations could

    offer diversity in responses. It will allow us to test the varying attitudes of children and parents

    across different markets in the US. The first focus group in each city will consist of children aged

    6-9. The second group will consist of children aged 10-12. This will allow us to compare the

    responses of different aged children.

    Date and Time

    The focus groups will be conducted over a period of 5 days, from April 20-April 25,

    2020. The sessions will be at noon at 2:30 p.m. Each session will be approximately 90 minutes

    long. The schedule is outlined below:

    Travel from home to Dallas - 4/20/20 am

    Dallas Texas- 4/20/20 Group 1 at noon, Group 2 at 2:00 pm

    Travel to Kansas City - 4/21/20 am

    Kansas City, Kansas - 4/21/20 Group 1 at noon, Group 2 at 2:00 pm

    Travel to New York City - 4/22/20 am

    New York City, NY - 4/22/20 Group 1 at noon, Group 2 at 2:00 pm

    Travel to Madison - 4/23/20 am

    Madison, WI - 4/23/20 Group 1 at noon, Group 2 at 2:00 pm

    Travel to Los Angeles - 4/24/20 am

    Los Angeles, California - 4/24/20 Group 1 at noon, Group 2 at 2:00 pm

    Travel from Los Angeles to home - 4/25/20 am


    Top line report: presented day after arriving to office

    Full report: 10 days after the focus groups


    Section Two - Moderator Speaking Guide

    Introduction:

    First, I would like to take this opportunity to thank all of you for choosing to participate
    in this focus group. The purpose of this meeting is to take note of your responses to a
    commercial. The process will last for roughly 60 minutes and you will be compensated for
    offering us your time and honest feedback as a consumer.
    Before we begin, I want to inform everyone that the meeting will be recorded but all
    information will be kept private. As a team, we are only concerned with your thoughts and
    feelings toward the commercial for research purposes. I have already gained authorization from
    your parents for you to be a participant in this focus group and for your responses to be recorded.
    Although, if anyone does not feel comfortable sharing their opinions, you are free to leave. A
    team member will assist you in finding an exit.
    Additionally, we have a few people listening in on our conversation on the other side of
    this wall. This is a two-way mirror, so the people can take note of your responses during the
    meeting. I would like everyone to actively participate and contribute as much as you possibly
    can. Try not to speak over each other. If you want to speak when someone is speaking, please
    raise your hand.

    Ice Breaker:

    Let’s start off the conversation by getting to know your neighbors. I’d like for everyone to share
    their name and their favorite toy or game that you play with just for fun. I’ll start by sharing and
    then we’ll continue around the circle, starting on my right.

    Questions and Probes

    Children
    I. What toys have you recently asked for and why?
    a. Probes: types of toys, specific brands

    II. Out of all the toys you have ever had, which is your favorite?
    a. Probes: age you received the toy, why you wanted it,

    III. What makes you want a toy?


    a. Probes: affiliation (age, gender, friend groups), size, color of box, customizable, noise
    level, advertising, social media

    IV. Tell me a story about when you received a toy you didn’t like?
    a. Probes: Why didn’t you like it? Did you ever like it? What did you eventually do with it?
    So we are going to take a look at a YouTube video showing off our new Wild Hearts Dolls.

    (SHOW INFLUENCER VIDEO) https://www.youtube.com/watch?


    time_continue=1&v=SLP2zzw-Hqw&feature=emb_logo

    V. Let’s take a minute to discuss the video


    a. Probes: favorite part, like/dislike, setting, music used

    VI. What are your thoughts on the toy?


    a. Probes: gender association, age association, presentation

    VII. What do you remember the most about the toy?


    a. Probes: characteristics, personalities of each doll, fashion of doll

    VIII. Other than the doll and Txunamy, what else caught your attention?
    a. Probes: Txunamy’s clothing and accessories

    IX. Do you know this girl


    Probes: Do you see her as a friend? Have you watched her before? Would you watch her other
    content? If she had a different toy, would you want to get it?

    X. What are your thoughts about the girl in the video?


    a. Probes: Does she seem honest? Does she seem friendly? Do you like her?

    XI. Would you ask your parents for this doll? Why or why not?
    a. Probes: Txumany’s influence

    Parent
    I. What toys have you recently bought your children?
    a. Probes: brands, type of toy, store

    II. Why did you make that purchase for your child?
    a. Probes: reward, holiday, birthday, just cause

    III. What makes you choose a toy over others?


    a. Probes: price, size, noise level, durability, affiliation, brand, educational, popular

    IV. Do you generally buy toys your child asks for or buy what you think they’ll like? Why?

    V. Tell me a story of when you bought a toy for your child and they didn’t like it.
    a. Probes: description of toy, time it took place, occasion, reason for purchase (did child
    ask or did you think they would like it), child’s reaction, thoughts on why they believe
    child didn’t like toy, actions after (refund, give to someone else, keep it)
    VI. What are your thoughts about Mattel?
    a. Probes: trustworthiness, licensed toys such as Barbie, Hot Wheels, Fisher-Price,
    American Girls, WWE, and Thomas & Friends

    So now we are going to take a look at an influencer video advertising our new Wild Hearts
    Dolls.

    (SHOW INFLUENCER VIDEO)


    https://www.youtube.com/watch?time_continue=1&v=SLP2zzw-Hqw&feature=emb_logo

    VII. Let’s take a minute to discuss the video?


    a. Probes: influencer discusses the personality of each, shares how her and doll are alike,
    dresses up similar to them, does a runaway

    VIII. What are your thoughts on the toy?


    a. Probes: relatable, likeability, gender-focused, age association,

    IX. What are your thoughts on the influencer?


    a. Probes: trustworthy, personality, likeability

    X. How likely are you to buy this toy for your child? Why or why not?
    a. Probes: influencer influence, child influence, Mattel, toy characteristics

    Debrief
    Is there anything we missed that you would like to discuss?
    Do you have any additional comments?

    These are all of the questions that were prepared for this focus group. We thank you for your
    participation and honest input.

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