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Sesame Street Case Study: Leveraging Traditional and New Market Research Techniques in Creative Testing |
As one of the world's most iconic and well-loved brands, Sesame Street continually faces the challenge of staying fresh and relevant to a fan base that is increasingly more diverse, particularly in terms of age and technological savvy.
Recently celebrating its 40th anniversary, Sesame Street enthusiasts span the gamut from adults who prefer the original TV characters to young children who prefer new characters and online interaction. To best ensure the company evolves and remains appealing, Sesame Street relies on research and continuous learning to guide its creative development processes.
In this Nov 2011 podcast sponsored by the Advertising Research Foundation, Zach Vetter, VP of Research Operations, shares how OnResearch and Sesame Street combined traditional and new research techniques, including focus groups, quantitative surveys and social media analysis, to uncover consumer insights and drive core creative and strategic decisions.
Approximately 45 minutes.