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Hasbro, a worldwide
leader in children’s and family leisure time entertainment
products and services, has long relied on NPD marketing information
to help identify new product opportunities and monitor trends
in the games and toys marketplace. Hasbro Senior Director
of Marketing Jeff Jackson, who works in the company’s
“Big Kids” division, recently shared with us the
value of NPD information, from his perspective.
NPD: What have been the greatest benefits to
Hasbro of using NPD market information?
Jeff Jackson: Since my team is so focused on
new business development, NPD information has helped us identify
potential market niches. In addition, the data and support is
vital in our representation of marketplace facts and trends
when we present to our internal management teams.
NPD: What kinds of business challenges has
NPD market information helped your company resolve?
Jeff Jackson: The information and support we
have received from NPD has helped us position our new product
platforms in ways that are unique to consumers and our retail
partners. By isolating current trends, we have been able to
avoid the pitfall of bringing “me too” product to
the marketplace.
NPD: In what ways has NPD information been
valuable to your business decision-making?
Jeff Jackson: It helps us establish sound points
of differentiation, knowledgeably present marketplace facts
to management and trade partners, and glean insights into marketplace
trends that can be validated with primary research.
NPD: Can you provide a specific example of
a challenge or important business question you were able to
address using NPD data?
Jeff Jackson: NPD works closely with us to
isolate and cross-categorize data so we can understand the market
potential for prospective product introductions. In addition,
the NPD team has been instrumental in helping us analyze market
trends in key categories over the last ten years based on a
unique set of filters.
NPD: What would you say to manufacturers or
retailers considering NPD marketing information services?
Jeff Jackson: NPD information is an invaluable
tool for the researcher or marketer who needs to validate marketplace
data and trends with internal and external partners. The NPD
team has been extremely flexible, professional and helpful in
pulling history, customizing data and servicing our needs in
short windows of time. More importantly, the team at NPD has
proactively worked with us to understand the nature of our requests
and has provided their own insights that helped us strengthen
our research.
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Copyright The NPD Group, Inc. 2004. All rights reserved.
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