*I can't present the specific findings and design recommendations due to NDA, but I can share the process.
My Role: Lead UX Researcher in a team of 2 researchers
Project Overview: The big overarching questions is to understand: What toy companies are in the field of education and learning through play?
Methods: digital ethnography and journey maps
Data Sources: field notes
Skills: thematic analysis and synthesizing
Deliverables: 1) competitive landscape analysis and 2) journey maps
Tools: PowerPoint, Excel, and Tableau
Background/Context: As the first Ph.D. Intern at Mattel, I worked in the Child Development and Learning department that was the intersection of consumer insights, business analytics, marketing, communications, and strategy. I helped with not only thought leadership but also global communications and product/service development. To support thought leadership and to identify white space for the company, I conducted a competitive landscape analysis of competitors in the toy industry.
Client: Mattel, Inc.
1) Identify toy companies and organizations engaging in education and play
2) Identify toy companies that have resources for parents and the public
3) Identify the learning centers of toy companies
4) Understand white space that toy companies can fill in the area of learning and play
Opportunity and Process
Opportunity. To better understand the next direction and market opportunity at Mattel, I conducted a competitive landscape analysis of toy companies. This helped with understanding where the company was currently positioned compared to other toy companies and white space to fill.
Process. The competitive landscape analysis was primarily a digital ethnography of other toy companies through their websites. The four main milestones are understanding the problem space, understanding the landscape, analyzing the landscape, and report writing. Figure 1 shows the timeline.
1. To understand the problem space, I generated questions and protocols based on my informal conversations with my supervisor, senior colleagues, and consumer insights.
2. To understand the landscape, first data of all toy companies was gathered using an internal source. Digital ethnographic methods were used to then conduct within case analysis of each toy company
3. To further analyze the landscape, I conducted across case analysis and thematic analysis of my notes of each company's website.
4. As part of the report writing, I had meetings where I had formative feedback about my process, selection criteria, and preliminary findings. I also created a presentation report and received summative feedback about the white space I believe the company can fill.
Figure 1. Project Timeline
Data Sources: I collaborated with Global Business Insights to obtain data, using Tableau, that tracked the activity of Mattel's competitors. I restricted the data to US companies and Learning and Exploration companies. Furthermore, I looked at their earning from the last 4 quarters.
Analysis. To first understand the industry, I informally asked senior colleagues and my supervisor of their insights on the market and industry. Then I went through each company from the list I restricted and looked at each company's educational goals and products (see Image 1 and 2), research goals, and philanthropy to conduct a within-case analysis using Excel. I also created journey maps of the competitor's website.
Image 1. LEGO's Educational Mission
Image 2. LEGO's Products
I created an Excel Sheet documenting their educational messages, any educational resources (see Image 3), and research divisions (see Image 4)
Image 3. LEGO's Educational Resources
Image 4. LEGO's Education Research
I then conducted an across case analysis and started to compare educational messages, educational resources, and research divisions across companies. Finally, I engaged in a thematic analysis in order to move from themes, to patterns, to arguments about the toy industry and education through a PowerPoint.
Objective 1: Identify toy companies and organizations engaging in education and play
From the within case analysis of the internal data I was given, I was able to identify toy companies and organizations that had clear messages on education and play.
Objective 2: Identify toy companies that have resources for parents and the public
From the within case analysis of the internal data I was given, I was able to identify toy companies and organizations that had resources (lesson plans and ideas to extended product learning) for educators, parents, and the public.
Objective 3: Identify the learning centers of toy companies
From the within case analysis of the internal data I was given, I was able to identify toy companies and organizations that had learning centers that focused on research and thought leadership.
Objective 4: Understand white space that toy companies can fill in the area of learning and play
From the across case analysis, I compared and contrasted the educational messaging, educational resources, and thought leadership. I was able to also compare the journey maps of the competitors' websites as well. From my analysis, I was able to identify trends in the toy industry as well as white space that Mattel could fill.
1) Competitive Landscape Analysis Report
As a deliverable, I created a PowerPoint sharing my process and findings. I shared it with my department to identify white space to pursue in the area of education and play.
2) Journey Maps
As a deliverable, I created Journey Maps of the experience of navigating through various toy websites.
We just sent you an email. Please click the link in the email to confirm your subscription!
OKSubscriptions powered by Strikingly