Background & objective :
A US based cereal company would like to target the China market with new product ideas which do not only appeal to Chinese mom’s rational needs, but also to instill the fun element from kid’s perspective. By so doing, it is believed that breakfast for kids can become an enjoyment rather than a hide-and-seek play constantly showing in many families every morning.
How we did it :
Apart from FGD among target moms & pre-work including short self-filmed clips showing how they prepared breakfast in their daily routine, we conducted kid’s focus group in a play & talk class room type of setting. Bearing in mind that kid’s attention can be quite short spanned, various games & classroom rules were set with prizes to be won for good discipline & fun ideas/wishes that other kids would love. Client’s marketing & Innovation team were observing with some quick prototypes & concepts to be presented to both moms & kids for their feedback as well.
Output :
A clear set of innovation directions were formulated for further development & for following research projects to decide on final target regions & communication angles before launch.