Seratti Group

The Challenge

LeapFrog wanted to test different product concepts and positioning as part of the development of a new learning platform focused on developing reading skills for children aged three to six. Leapfrog retained the Seratti Group to help identify the research objectives, and to recommend a methodology and approach oriented toward eliciting the desired information.

Two general research objectives were identified: 1) determine how mothers of children aged three to six perceive the new learning hardware/software, and 2) ask mothers to describe the product's potential benefits, and choose the best product direction moving forward.

Secondary areas explored included:

Mothers' understanding of the term, "literacy"
At-home activities that enable literacy
Products used in the home to develop literacy

The Strategy

Qualitative research, in the form of a series of four focus groups, was conducted in two geographically distinct locations. Together with LeapFrog, the Seratti Group designed the data collection methodology and supervised the screening and recruitment of focus group participants. As LeapFrog was especially interested in finding out how perceptions of the product might differ between current LeapFrog product owners and those participants who had never owned a LeapFrog product, the focus groups were screened and structured accordingly. Participant selection was further refined, based on an additional set of demographic and psychographic criteria.

The Results

LeapFrog enjoys a unique position in the educational toy market as its customers evince a high degree of loyalty for current products, as well as a unique interest in future products. The focus group participants were extremely forthcoming with opinions and suggestions about the new product. In general, the participants not only validated the overall product concept, and confirmed its positioning as a "literacy" aid, they also strongly responded to one of the platform's form factors and features, giving the LeapFrog design team exactly what was required to move forward with development.



Financial Technology Consumer Partners Starbucks Hasbro Leapfrog Panda Express	The Challenge LeapFrog wanted to test different product concepts and positioning as part of the development of a new learning platform focused on developing reading skills for children aged three to six. Leapfrog retained the Seratti Group to help identify the research objectives, and to recommend a methodology and approach oriented toward eliciting the desired information. Two general research objectives were identified: 1) determine how mothers of children aged three to six perceive the new learning hardware/software, and 2) ask mothers to describe the product's potential benefits, and choose the best product direction moving forward. Secondary areas explored included: Mothers' understanding of the term, "literacy" At-home activities that enable literacy Products used in the home to develop literacy The Strategy Qualitative research, in the form of a series of four focus groups, was conducted in two geographically distinct locations. Together with LeapFrog, the Seratti Group designed the data collection methodology and supervised the screening and recruitment of focus group participants. As LeapFrog was especially interested in finding out how perceptions of the product might differ between current LeapFrog product owners and those participants who had never owned a LeapFrog product, the focus groups were screened and structured accordingly. Participant selection was further refined, based on an additional set of demographic and psychographic criteria. The Results LeapFrog enjoys a unique position in the educational toy market as its customers evince a high degree of loyalty for current products, as well as a unique interest in future products. The focus group participants were extremely forthcoming with opinions and suggestions about the new product. In general, the participants not only validated the overall product concept, and confirmed its positioning as a "literacy" aid, they also strongly responded to one of the platform's form factors and features, giving the LeapFrog design team exactly what was required to move forward with development.