Testing
Thousands of responses: from the testing, Mattel took away both reviews and insight into the customer mindset
Mattel has been selling Barbie and Fisher-Price game consoles since 1945. But it's just getting off the ground in the Czech Republic and Slovakia and lacks reviews, a website and a sense of how domestic buyers actually think. So after careful consultation, we selected suitable testers and created a 15-item questionnaire that we sent out across the country along with the products. The result exceeded our expectations - not only a large number of informative reviews came back, but also several thousand completed surveys. After reading them, Mattel literally experienced a sense of epiphany and immediately applied the data to all aspects of their sales strategy. In addition, he received valuable feedback from the text of the reviews, which, among other things, prompted him to modify some of the products.
Campaign results
A total of 16 products were tested, 14 in the Czech Republic and 2 in Slovakia.
Some of them contained up to 15 questions, which provided the client with a huge amount of information.
All products tested had a positive response.
The testers did not take writing reviews lightly.
Reviews located at:
Sample reviews:
My First Barbie Doll
"Barbie for little girls is great, she surprised me very pleasantly. The whole package is very nice, Barbie has an extra bed, dresses to change and other accessories. For small children, the doll is ideal in size and material; everything is well thought out."
Fisher-Price Giant Xylophone
"Xylophone is a blast - we have two kids close in age, so I appreciate the choice of programs and levels. The younger ones enjoy the colour and flashing keys, the older songs and the educational modes. Usable from toddler to preschooler."
A well-known brand in a new market: it won't work without testing!
With toy retailer Mattel, we addressed the basic problems of any business - it had few reviews, little idea of brand word of mouth and a lack of insight into the mind of the customer. So in addition to the usual product testing, we created a questionnaire with 15 questions for buyers to complete. The result? Breathtaking.
6,433 questionnaires and reviews full of information
A staggering 6,433 surveys were returned. Together with the reviews, this turned Mattel's business thinking on its head - data now applied to virtually every aspect of brand strategy, from product placement to PR. The feeling that they could "see inside clients' heads" will finally allow the brand to deliver on their wishes 100%. They'll increase their credibility through review content, and even figure out the lack of of one of their products. Now they know how to fix it and start on a whole new level. For us, an absolutely great result!
Statement
"At first we were skeptical about aspiring to 100 questionnaires. In the end we received over 6,000 and we are currently testing other products. I see the ability to target testers to our exact needs as one of the biggest benefit of working with Testuj.to. The data we have collected has been eye-opening."
"Mattel had a strong brand and marketing background but lacked customer feedback. Testing gave it not only reviews, but data that was crucial to understanding his new audience. It was great to see how the team Mattel's team put these findings into practice immediately."
About the client
IPG Mediabrands
A group of 13,000 media and marketing professionals in over 130 countries, focused on consulting and community. Our mission is to ensure clients win in the marketplace.
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Mattel
American toy manufacturer operating in 40 countries; sells in 150+ states. Fisher-Price, Barbie, Hot Wheels, Matchbox, etc.
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