Tracking Studies – kid consumers
The Challenge
Kidz Global ‘s kids lifestyle, consumption and media subscription report – The Kid Consumer – had taken 2nd place to its main brand tracker (Brand Trends) and over time had lost subscribers. Competitors were beginning to encroach the kids intelligence market and so, on Consumer Fluent’s advice, Kidz Global decided to act to retain leadership of both brand tracking – kids’ toys, character entertainment and licensing, apps and games – and relaunch The Kid Consumer.
The Approach
Because the competitor landscape was fast evolving, with a new entrant snapping at Kidz Global ‘s heels, the relaunch of The Kid Consumer tracker needed to improve its customer experience and excel in quality.
- A restructured survey design to improve the experience for respondents, increasing data quality, and generating deeper layers of linear data, plus fieldwork to be more cost effective per wave.
- A flexible survey design which enabled subscribing customers to more affordably and intermittently add bespoke questions which could be fielded in any wave in each year based on need.
- An interactive online portal giving customers access to analyse their data, product reports within their own branded templates, and synthesise the data across multiple markets.
The Solution
Firstly, we assessed the state of the landscape in kids-related market intelligence, and reviewed total provision of subscription reports beyond competitors to other industries, for further inspiration.
Customer stakeholder interviews provided us with a deeper understanding of their experience of both Kidz Global’s service and competitor services, from which we ran a risk assessment of customers switching to new providers and defined a retention and growth strategy.
We developed a fully costed product proposal, included cost of services, incremental costs for new markets or bespoke question sections, a subscription sales model and marketing approach.
Once this was approved by Kidz Global’s CEO, we designed, scripted and coded the master survey. It was then translated and prepared for launch in 13 markets (from France to Poland, US, Russia, China), with 3 waves per annum.
Whilst we managed the field work of the first wave, working with sample brokers to gather completes, we also designed and built the interactive reporting portal on which the final reports would be provided.
Consumer Fluent designed, created and presented the marketing and sales materials, several “hot off the press” reports for key Kidz Global customers.
Finally, we trained Kidz Global ‘s technical, data and sales teams to both continue to manage the report and build out its marketing, CRM and subscriber base.
The Result – The Kid Consumer mark 2
The new product ticked all the boxes in delivery a much strong benefit to subscribers in a much more accurate and flexible format.
