Primary Objective:
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To provide, for the first time ever, a repeat up-to-date tracker of kids’ (ages 5-11) holiday wishlists. This study will run regularly from the beginning to the end of the season and through Spring 2018. It will provide eight waves of reporting on hundreds of toy and video game items on kids’ wishlists.
Additional Objectives:
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Track kids’ awareness and purchase interest in key toy and youth entertainment products.
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Provide season-long tracking of the most wanted kid-targeted licensed properties (regardless of whether products based on those properties currently exist).
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Quantify the frequency with which kids ask their parents for each item, a predictive measure of intensity of demand.
THE REPORT
Study Design:
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Online with kids (and their moms)
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N=300 boys and up to 1,500 wishlist item responses per wave (2,400 boys and up to 12,000 wishlist responses in total).
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N=300 girls and up to 1,500 wishlist item responses per wave (2,400 girls and up to 12,000 wishlist responses in total).
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Ages 5-11, equivalently divided by age per wave.
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Reported on a per wave basis, tracked over time, with cumulative and moving average measures.
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8 to 10 minute interview.
Question areas:
Asked of child:
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5 toys or games you most want for Christmas (asked unaided, probed for specificity, and coded and reported at the brand and SKU level).
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Awareness of select products custom-requested by co-funders (asked on an aided basis, including name and optional visual image).
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Interest in these products (as measured by liking).
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TV show, video, or movie from which you would want a toy or game, if it were available (asked on an unaided basis and coded at the licensed property level).
Asked of mom:
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Number of times child has asked for each item on his/her wishlist.
Timing:
Click here to see schedule.