Breaking the Mold: How Brand Research Transformed the LEGO Group's Target Audience and Boosted Sales
Have you ever heard the story of how the LEGO Group used market research to change their target audience and boost sales? In just two years, the company's female customer base grew from 9% to 28% thanks to a strategic shift in focus. In this blog post, we're going to take a closer look at how LEGO's research changed the company's perspective on gender stereotypes and how you can use similar strategies to grow your own brand.
Building Girl Power: How LEGO Used Market Research to Create a Successful Toy Line for Girls
To shift their focus from boys to all children, LEGO conducted a study among 3,500 girls and their mothers to understand their preferences and playing habits. The result? A successful new toy line that exactly matched the girls' wishes. Under the motto "Building Girl Power," LEGO created a line with more realistic figures and a different color palette. And here's an interesting fact: only 10% of the LEGO blocks in this line are pink! This goes to show that outdated assumptions should be discarded in favour of real-world data.
'New Target Audience? Check. Higher Turnover? Check. Overcoming Stereotypes? Check.'
The LEGO Group's brand research not only helped them attract a new target audience, but it also led to a boost in sales. By listening to what their customers wanted and taking action on that feedback, the company was able to create a toy line that resonated with a previously untapped market. And by challenging stereotypes, they were able to build a brand that is inclusive and empowering for all children.
Using Market Research to Build Your Brand
Market research is a powerful tool that can enhance your brand strategy, strengthen the relationship with your customers, and attract a new audience. And the best part is, it doesn't matter what size your company is – these strategies can be applied to businesses of all sizes. By listening to your customers and taking action on their feedback, you too can build a brand that resonates with a new target audience and boosts sales.
In conclusion, Market research is a powerful tool that can help you understand your customers, shift your focus to a new target audience, and boost sales. By listening to your customers, you can build a brand that resonates with them and create new opportunities for your business. So, don’t wait any longer, start researching your market today, and see the positive impact it can have on your brand.