Challenge: Techno Source wanted to explore the feasibility of developing a new “Genie in a Bottle” toy targeted toward young girls. The small tabletop electronic toy concept was voice-interactive with multiple activities that can be played alone or with friends.

Objective: To gain a deeper understanding of overall interest in the toy, which features/ functionality were most motivating, determine the optimal target and develop the most compelling positioning strategy and messaging for launch communications.

Solution: Focus groups were conducted as part of a Qualitative Product Exploratory Study to further understand the attitudes and behaviors of 5-11 year old girls. Groups were split by age to help understand the “sweet spot” for targeted marketing efforts.

Result: Based on learning, Plan-it confirmed the viability of the “Genie in a Bottle” toy, and made recommendations for product features, naming and positioning of the new toy.