Barbie research paper

Specifically, Mattel has a problem with ‘millennial moms’. Tania Missad, director of global brand insights, leads all Mattel’s research on its girl brands. Delving far deeper than sales figures and demographics aggregated from a panel of market research companies, Mattel also analyses social media to eavesdrop on what is being said about Barbie (they know, for example, that 85 per cent of online chatter about Barbie on social media is driven by young adults venting about the brand, not parents) and conducts both formal focus groups and informal play sessions every day of the year, in which psychologists observe behavioural patterns, and product designers scan for ‘dexterity issues’, such as a child fumbling with a new fashion item.

Barbie research paper

barbie research paper

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