Continuous Innovation Through Strategic Market Research - Part 1

Who are your Customers?

Lego had been a toy geared towards boys for many years. In a study done by the company, it was reported that only 9% of the primary users of the toy were female. Upon seeing this, the company decided to come out with a new product to entice more girls to play with Lego. The company sent out researchers that included studying the girls’ playing habits and extensive questioning regarding what would make Lego more interesting for girls.

This sounds simple. But it is not so, especially for a company that wants to keep on innovating and stay ahead of the curve. Your company has good reviews with a high volume of sales. All is running on well until you ask this question. But who is actually using your product or service and how?

At the conclusion of the research, Lego came out with a new line of toys called  “Friends”. The brick colors and packaging were changed in line with what the market research data found to be more appealing and inclusive.