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©
www.thinkintrepid.com
FISHER PRICE
© INTREPID 2010 ALL RIGHTS RESERVED
© INTREPID 2010 ALL RIGHTS RESERVED 2
Key content areas in deck:
Methodology Social Media Data Overview Fisher Price popular products Fisher Price Sentiment Parents buying decision criteria “Fisher Price” slang used
OUTLINE
© INTREPID 2010 ALL RIGHTS RESERVED 3
Methodology
Tools use: SM2 - a social media monitoring and analysis solution helps to track conversations, review positive/negative sentiment for
brand, products, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks,
video/photo sharing sites and real-time alerts.
• "Fisher Price"• " mom" AND "Fisher Price"• " Fisher Price" AND "dad"• " mother" AND "Fisher
Price"• " Fisher Price" AND "father"• " kids" AND "Fisher Price"• " kid" AND "Fisher Price"• " Fisher Price" AND
"children"• " parents" AND "Fisher
Price"• " toy" AND "FP"• " toys" AND "FP"SEARCH KEYWORDS
• Date range: 5/15 – 6/15• Non-English written• Sales Advertisement• Jobs Advertisement• Fisher Price baby gear
results
FILTERFINAL RESULTS
Overview of data sources
Impactful sources:
5094 results
© INTREPID 2010 ALL RIGHTS RESERVED 4
Social Media Data Overview
3484 results
Parents’ reviews
(54% conversations)
Parents’ advice or tips on
Fisher Price toys
(13 % conversations)
Fisher Price toy photos
(10% conversations)Slang use of “Fisher Price”
terms(13% conversations)
Others
© INTREPID 2010 ALL RIGHTS RESERVED 5
Fisher Price Popular Products
Tech Products
Little
Peo
ple
Fun
2 Le
arn
Power
Whe
els
Snap
' n S
tyle
Infa
nt to
ys
Dollh
ouse
Shak
e' n
Go
Plan
et H
eroe
s
Snug
gle
Kins
Wal
kie
Talk
ies
Geo T
rax
Smar
t Cyc
le
Digita
l Cam
era
Compu
ter C
ool S
choo
l
23%
17% 17%
12%
4% 5%3% 2% 1% 1% 1%
4%
7%9%
Popular products mentioned
14%9%
22%10%
45%
How Fisher Price products were purchased
Bought as new products
Bought as second hand products from yard sale/garage sale/online
Vintage/ Antique
Gift
Unknown
A portion of customers tend to look for FP toys as second hand
products rather than buying brand new ones. They either found the old design is more attractive or the price of used products are
more acceptable
New, innovative products could not be for this segment of
customers
© INTREPID 2010 ALL RIGHTS RESERVED 6
Fisher Price Sentiment
Posi-tive32%
Negative8%
Neu-tral60%
General Sentiment for Fisher Price Positive
41%
Negative11%
Neutral48%
Sentiment for Fisher Price technological products
“I bought the whole Precious Planet collection and I love every single thing from it! This Bath Toy is adorable even my 3 year old loves it. Anyone who loves animals def. needs to look into the Precious Planet collection, ADORABLE!!!!”- June 12th – Mrs.Lindsay R.Slape
“I read reviews stating how poor this product was, but I thought my daughter would love it since she loves dogs so much. First the cord is too long- it could easily be wrapped around their necks.
Second, she doesnt really know to drag it so she just picks it up by the cord and jerks it awkwardly. Third, it is not well made. Basically,
this is a complete waste of money!!!”- June 15th – Erinn McPherson
“I agree about the picture quality of the fisher price camera being less then great. MY DD had one and she loved it at age 3. She played with it tons, it isnt about picture quality for a 3 year old, it is all about the fun of taking the pictures and seeing them on the little screen. It is a great camera for a 3 year old, he will love it and have tons of fun with it.”
- June 15th – maddiesmom0116
“My son received a Fisher Price camera as a gift when he was the same age as the OP's child. The photos were so bad that we ended up returning the item. He has used an old cell phone with a camera. Believe it or not the pictures were better than the FP. He has also used an old digital camera that we had and loved it.”
- June 15th - Totoro
© INTREPID 2010 ALL RIGHTS RESERVED 7
Parents Buying Decision Criteria
Reasons to purchase Reasons not to purchase30%
28%30%
22%
9% 9%
Sound Safety Weight Overall design
Price Quality
38%
29%
20% 19%
44%
5%
Child’s reactions over the toy were found more influential to parents than other factors such as price, educational purposes or reasons that made parents
do not like about the products.
“Sound” in this context
referred to parents’
reviews on volume,
rhythm, and voice coming
from toys
Small toys were considered as
having potentials of
choking hazard, and “made in
china” toys were seen as
containing toxic chemicals
Some toys were seen as heavy
for young children (to
hold, carry or move)
Overall design referred to
structures of the toys (simple or
multiple functions), ways
to assemble (easy to
assemble, easy to replace), color,
and pattern
© INTREPID 2010 ALL RIGHTS RESERVED 8
“Fisher Price” – Slang – 13% of total conversations
Fisher Price (adj): used to describe things with plastic, fake or too colorful looks
Fisher Price (adj): used to refer to something as less modern or less technological.
Fisher Price (n): means as toys, however, used in teasing ways
“Great definition: Apple - very expensive fisher price activity center for grown-ups.”
- June 7th – Andrew J Wippler
“i,m sure apple TV looks way better than Google TV. idk about you all but i think Google seriously needs a good designer. all their stuff
looks like fisher price toys (nothing against FP i think they are doing way better job than Google).”
- June 3rd - Johnny
“My iPhone feels like a Fisher Price toy compared to my iPad...”
- June 1st – Luke Turcotte
Theme Cloud for Fisher Price Slang used