Global Marketing Management, 6th Edition

HAPTER OVERVIEW

1. RESEARCH PROBLEM FORMULATION
2. SECONDARY GLOBAL MARKETING RESEARCH
3. PRIMARY GLOBAL MARKETING RESEARCH
4. LEVERAGING THE INTERNET FOR GLOBAL MARKET RESEARCH STUDIES
5. MARKET SIZE ASSESSMENT
6. NEW MARKET INFORMATION TECHNOLOGIES
7. MANAGING GLOBAL MARKETING RESEARCH

Lego, the Danish maker of plastic construction sets, has established a leading reputation in the toy industry. In the United States, for instance, Lego reached the $1 billion revenue mark for the first time in 2010. Most of the sales, however, came from sets sold to boys. Lego had had a hard time attracting girls to play with Legos. In the U.S. market, only 9 percent of active Lego households reported that the primary user was a girl. Over the years, Lego had rolled out five sets aimed at girls, but none of these became successful. To crack the girls segment, Lego undertook a global four-year research project. The study spanned four countries—Germany, the U.K., the United States, and South Korea—and recruited 3,500 girls and their moms. Lego's research teams observed and interviewed the participants. The key goal of the project was to understand what would make Lego play more interesting among girls. The key insights were:

• The greatest concern for girls was “beauty.” Lego apparently fell short on this dimension. Girls ...