Media Research description (Hasbro)

 

Market Research:

For the past several years or so, I’ve been working for the American toy company Hasbro as a part of their UK division. I started as an intern in their market research section of the company; since then I’ve worked to the top as the head of said market research division for the company. We use audience research, production research and market research in order to gather further information about our target audience, and to keep up with they’re interest and wants.

One of our main priorities is to gather audience research. We use in order to see what type of demographic would be interested in buying our product and why. It’s important for my department of the company to do this, so that we can learn and understand what demographic and target audience we should be aiming our products to. This is so that we can learn the age, gender and personal taste of the people we should aim to. Our primary research consists of our division host surveys and focus groups of people we’ve ask to volunteer to take part in our research. Which shows us what type if person would be interested in buying our product. Our goal is to study a given audience and learn why they like a product and why it appeals to them. From there it's a matter of using said data and incorporating it into our advertisements and marketing to our target audience. We often interview parents in our surveys and focus groups. We ask them what they look for in a product to buy for their children. This allows our department to ensure that these qualities will be featured in the campaign.

Here at Hasbro an important tool we use is market research. Our company uses market research in order for our research department to gain an understanding of the market for the product we are selling, and how our competitors sell and market to their customers. This in turn helps us to boost our sales.  We use market research a lot in our department; we use it in order to study many different campaigns selling similar products to ours. Also we learn other information such as the price to sell the product at and how much profit we can make when selling it. We gather our information by researching the advertisements used in previous campaigns, we look for the feedback to see how people will respond to our campaign. We also look into the time scheduling to see when it would an appropriate time to broadcast our advertisement. We even research the statics of products similar to one we are trying to sell. This involves the sells figures and reviews of said products in order to see what can be added from said products or even improved.

We find it important to conduct production research before constructing our campaign before we start advertising our products. With this research we are able to figure out: where we will film the advertisements. Not only that, but our research allows to see who be featuring in the advertising campaign itself and who be filming it, building our sets and props; and what equipment will be needed to set build and set up all of the props and scenery will need; along with the cameras, audio equipment and editing software needed. And then there’s advertising such as poster, in which we also need to figure out the cost to hire people to take the pictures, graphic designers, the people to edit the finished posters together and finally the equipment they’ll need.