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| Product Testing | Clients : LeapFrog™ Toys An Ethnography of Interactive Toy Use  When LeapFrog™ Toys was preparing to introduce two new products, they
needed a deep understanding of how children interact and play with interactive
learning toys. LeapFrog's products, the LeapFrog LeapPad™ and Explorer
Globe™ , represented the next generation of educational toy, unlike anything
currently on the market.Instead of using traditional research methods, such as usability testing in a laboratory setting, Context anthropologists entered the homes of families across the United States with children the appropriate age for LeapFrog's products. LeapFrog provided these families with the LeapFrog LeapPad™ and Explorer Globe™, and Context anthropologists observed the children's play patterns and interactions with the toys over the course of one month. Context findings helped answer specific questions about the toy's long-term usability. In addition, study insights helped create new content for existing toys, define product design issues for subsequent models, and discover communication opportunities to reach a broader market. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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