Consumption Markets and Culture
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Rescooped by Bernardo Figueiredo from Marketing Research
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LEGO turned itself around by analyzing overbearing parents

LEGO turned itself around by analyzing overbearing parents | Consumption Markets and Culture | Scoop.it
After decades of growth and innovation—in 2000, the company was the fifth-largest toy maker in the world—LEGO hit a major slump. In January 2004, it announced a huge deficit. It was, by its own accounts, bleeding cash to the tune of $1 million a day. Owner and CEO Kjeld Kirk Kristiansen, grandson of founder Ole...

Via Joachim Scholz, PhD
Bernardo Figueiredo's insight:

Great example of anthropological work helping firms to understand consumers and get out of the red.

more...
Joachim Scholz, PhD's curator insight, March 20, 2014 9:33 PM

This is an indepth description of how LEGO sent out ethnographic researchers to turn around their 1 Million Dollar of Losses Per Day problem. Through observation and interviews with the kids, the LEGO researchers uncovered the building blocks (yeah!) of developing LEGO products that will allow kids to find their freedom in a supervised childhood and to acquire skills that provide them with social capital and status.

 

Here is a core finding of the study:

 

"These and other findings led the researchers to identify the key patterns: children play to get oxygen, to understand hierarchy, to achieve mastery at a skill, and to socialize. The patterns were simplified into four categories: under the radar, hierarchy, mastery, and social play."

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Rescooped by Bernardo Figueiredo from Marketing Research
Scoop.it!

LEGO turned itself around by analyzing overbearing parents

LEGO turned itself around by analyzing overbearing parents | Consumption Markets and Culture | Scoop.it
After decades of growth and innovation—in 2000, the company was the fifth-largest toy maker in the world—LEGO hit a major slump. In January 2004, it announced a huge deficit. It was, by its own accounts, bleeding cash to the tune of $1 million a day. Owner and CEO Kjeld Kirk Kristiansen, grandson of founder Ole...

Via Joachim Scholz, PhD
Bernardo Figueiredo's insight:

Great example of anthropological work helping firms to understand consumers and get out of the red.

more...
Joachim Scholz, PhD's curator insight, March 20, 2014 9:33 PM

This is an indepth description of how LEGO sent out ethnographic researchers to turn around their 1 Million Dollar of Losses Per Day problem. Through observation and interviews with the kids, the LEGO researchers uncovered the building blocks (yeah!) of developing LEGO products that will allow kids to find their freedom in a supervised childhood and to acquire skills that provide them with social capital and status.

 

Here is a core finding of the study:

 

"These and other findings led the researchers to identify the key patterns: children play to get oxygen, to understand hierarchy, to achieve mastery at a skill, and to socialize. The patterns were simplified into four categories: under the radar, hierarchy, mastery, and social play."