Market orientation

Once you're familiar with our survey, finding the data should be quick and easy. If you haven’t explored it yet, we recommend starting with our dedicated guide.

In this guide, we'll show you how questions from different question groups can thoroughly support your marketing mix: product, promotion, place, and price.

• PRODUCT: DISCOVER KIDS' TOP PURCHASE CRITERIA AND BEHAVIOURS TO DESIGN PRODUCTS THAT RESONATE WITH THEM

💡Support your idea generation and idea screening with real-time data that provides insights into the product features kids prioritise when purchasing products/brands.

Question category: SHOPPING

Purchase criteria-related questions:

- How important are the following when you are looking to buy a brand or product?

A list of sub-questions measured with a 5 point-Likert scale cover a wide range of purchase criteria: from tangible product features (e.g. "I can  personalise/customise it") to intangible ones (e.g. "It helps me improve my knowledge/skillset").

- How much do you agree/disagree with the following statements (Where 1 is strongly disagree and 5 is strongly agree).

Similar to the above. Relevant sub-questions to new product development include "I like to try new and unusual foods" and "I would rather spend money on an experience than a product".

Question categories: CHARACTERS, FILMS, LICENSING & MERCHANDISE, TV/VOD, VIDEO GAMES

Licensed product purchase behaviour-related questions:

- [CHARACTERS]: How have you interacted with your favourite character?
Some of these questions' responses mention purchasing character-related products.

- [FILMS]: Do you own any of the following which relate to your favourite films/movie?

- [TV/VOD]: Do you own any of the following which relate to your favourite tv show?

- [VIDEO GAMES]: Have you bought any of the following, which relate to your favourite video game?

• PROMOTION: IDENTIFY THE MOST EFFECTIVE TOUCHPOINTS

💡Ensure that your marketing communications reach your target audience and that the content resonates with them by understanding their device usage, attitudes towards ads, and purchase criteria.

Question categories: BRANDS & COMMERCIALS, DEVICES, FAVOURITE, SHOPPING

- [BRANDS & COMMERCIALS]: As a result of seeing the advert, are you more likely to do any of the following? 

- [FAVOURITE]: When you’re playing video games or using social media online, which of the following are you most likely to do when you come across brands in that online space?

- [DEVICES]: Which of these devices do you have access to or own?

- [SHOPPING]: How important are the following when you are looking to buy a brand or product?

- How much do you agree/disagree with the following statements (Where 1 is strongly disagree and 5 is strongly agree).
Most of these sub-questions will give you insights into the type of content/messaging that resonates the most among your target audience. Sub-questions touch on the importance of equality, eco-friendliness, and the power of influencer endorsements,

• PLACE: SPOT YOUR AUDIENCE'S FAVOURITE SHOPPING LOCATIONS

💡Discover where kids are most likely to make purchases, from their favourite high street stores to online retailers, to optimise your distribution strategy and ensure your products reach your target audience.

Question categories: READING, SHOPPING

- [READING]: Where do you purchase books from?

- [SHOPPING]: What is your favourite high street shop to buy from?

- What is your favourite ONLINE shop to buy from?

- What types of shops have you bought from this month?

• PRICE: ANALYSE SPENDING BEHAVIOUR TO OPTIMISE YOUR PRICING STRATEGY (PARENTS INSIGHTS ONLY)

💡With parents typically making the purchases, understanding price sensitivity is essential for shaping effective pricing strategies.

Question category: MONEY

- How much do you spend each month on the following things for your family/child?

Combining Kids Insights and Parents Insights will provide you the most thorough insights into family dynamics. Get in touch with your account manager to discover how.