FAQ (Frequently Asked Questions)
Q: We use early sales data, retailer feedback, and other input, and project from there. How can The Kringle Report help us?
A: By moving the information cycle up in advance of purchase, The Kringle Report’s wishlists provide an early-read on sales before those sales even occur. The Report can help you maximize sales and minimize carry-over. If an item sells out or is under-ordered, The Report will quantify not only how many kids still want it but also the intensity of their demand (i.e., are they asking for it over and over again). If an item is not yet moving to expectations, The Kringle Report can provide a gauge on latent demand.
Q: What is the benefit of many waves of reporting within one holiday season?
A: Kids’ preferences change throughout the holiday season. The Kringle Report will stay on the pulse of what kids want with eight regular reports through the season. Find out what new products or brands are appearing before their sales accelerate. Stay ahead and be prepared for a fall when the market is saturated or oversold.
Q: What about new licensed properties that are not yet offered in products?
A: Yes, kids want toys and games based on licensed entertainment that are not yet widely available. The Kringle Report will provide insight into what TV shows, videos and movies kids want to see in a toy or game. Use it to track how demand is impacted throughout and after the release window.
Q: How widely can or will The Kringle Report be shared?
A: The Kringle Report will be sent in full only to co-funders (subscribers). Co-funders will have access to the entire report, including the entire wishlist (responses >2% mentions will be coded and reported) on all items. Co-funders may share the unaided coded and quantified response portion of the Study, including the Wishlist of toys and games children most wanted for Christmas and the TV shows, videos or movies children want a toy or game from if it were available. As it relates to the press and news media only, co-funders may share only the current Top 5 most often unaided responses to children’s toys and games most wanted for Christmas for a particular wave.
Q: How reliable is the sample of 300 kids per wave?
A: Please click here to view statistical significance testing.
Q: Are all wishlist mentions equal? Do you give extra credit to products which are mentioned first by a child?
A: Reports includes metrics on both the number of mentions and the weighted number of mentions, which give products at the top of kids’ wishlists greater weight.
Q: Is there a way to know how intensely or passionately kids want each item on their wishlist.
A: The Kringle Report also includes a “Nudge” metric. Based on the assumption that kids are more likely to get products they ask for repeatedly, The Kringle Report counts the number of times each mom reports her child asking for each item on his/her wishlist.
Q: Can we look at the results by certain segments?
A: Each wave, data is reported by age of child. After the January wave, data is reported by ethnicity, income, and region. This can be used to identify the target audience for products and brands. For example, it can be used to gauge the impact of different regional media buys on getting on kids’ wishlists, which is a proxy for demand.
Q: We are promoting a new item and want to track awareness of our product. How can The Kringle Report help?
A: Be one of the first three co-funders (subscribers) and quantitatively track kids’ aided awareness and purchase interest in products that you specify. Or be one of the next three co-funders and quantitatively track kids’ awareness and purchase interest in any product that you specify. You may include an image of the product you’re asking about.
Q. My product or brand was mentioned by far fewer kids than in the previous wave. Should I be concerned?
A: It may or may not be statistically significant. The pattern should emerge over multiple waves to be conducted twice a month. Please click here to view statistical significance testing over multiple waves.