McDonald’s

The Why

The business wanted to establish consumer reaction to a number of proposed Happy Meal offerings, food and non-food items (toys and the associated entertainment branding) – to ascertain which propositions held greatest appeal, amongst the children, as well as the parents (the gatekeeper to purchase).

The How

Within a number of trial stores, in-restaurant interviews were conducted with children (with parental permission), along with their parents – to establish the relative levels of appeal of different product mixes. This was supplemented with a mobilised app-based survey (conducted with the parents), to gain additional contextual feedback and put some ‘hard numbers’ around the qualitative observations.

The What Now

This study provided clear directional guidance as to which offerings acted as the greatest purchase motivators and were worth pursuing (specific film tie-ins as well as particular food items e.g. pineapple sticks).

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