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[ParentNameHere]sPlaytimeJournal
Name:Age:City:
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HelloWelcome,andthankyouforparticipating!Weappreciateyoutakingthetimetoshareyourthoughtsandexperiencesaround
playtimeandtoyswithus.
Pleasereadthroughtheworkbookwhenyougetit,soyoucanplanyouractivityaccordingly.
Andremember,everybodyleadsadifferentlifeandwillhavedifferentanswers.Werenotlookingforaspecificcorrect
responsewerejustinterestedinwhatyouhavetosay!
Itsyourviews,yourlifeandthatswhatwewanttolearnabout!
IfyouhaveanyquestionspleasecontactLizLamarat6463421423oratliz.lamar@yr.com
Note:Anyinformationyourevealthroughthisassignmentiscompletelyconfidential,whichmeansitwillnotbesharedwithanyoneoutsideofthisstudy.
and thanks!
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Letsstartwithanintroduction.
Tellusaboutyourselfwhoyouare,whatsimportanttoyouandwhatare
someofyourfavoritethingsinlife(pleasesendusyourpicture).
Hi,mynameis__________________________________________.
Iam_______yearsold.
Myfamilystatusis________________________________________.
Ihave___kidswhoseagesare____________________________.
Myoccupationis______________________________________.
___________________________makesmesmileeverytimeIseeit.
__________________________iswhereIspendmostofmytime.
___________________________ismyfavoriteTVshow.
___________________________ismyfavoritewebsite/blog.
___________________________ismyfavoritemagazine.
___________________________ismyfavoritetechgadget.
ABOUT ME
Ifyouhadaparentingmantra,whatwouldthatbe?
Whatdoyouthinkchangedthemostaboutyouafteryoubecameamom?
Doyouthinkyouredifferentthanpreviousgenerationsofmoms?Howso?
Doyouthinkyoullparentlikeyourmom?Whatkindofthingswillyou
dolikeherandwhatofthingsyouwont?
Whatisthebestpartofbeingamomtoday?Whatisthehardestpartofbeingamomtoday?
Wehearfromalotofmomsthattheyfeelsomepressureandanxiety
aboutbeingamomtoday.Pleasetellushowyoufeelaboutthat.
ABOUT BEING A
MOMAsyouprobablyalreadyknow,oneofthereasonsyouvebeenchosento
participateisbecauseyoureayoungparent.Wedlikeyoutoanswerthese
questionstohelpusgetabettersenseofhowyoufeelaboutbeingaparent.
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TOY QUESTIONS
Telluswhatisgoingthroughyourmindwhenyoureintheprocessofbuying
anewtoy.Whatkindofquestionsareyouaskingyourselfbeforebuyingit?
Doyoushopbybrand,bytypeoftoy,bytypeofplay,byreviews?A
combinationofanyofthose?
Whatwerethelast3toysyoubought(andfromwhichbrands)?
Whatattractedyoutobuythesetoys?
Whatisyourkidsfavoritetoyatthemoment?(Pleasesendusapictureof
yourchildplayingwithit.)
Whydoeshe/shelovesitsomuch?
Pleasetakeaminutetotelluswhatwasthemostsatisfyingorrewardingexperienceyouvehadwithyourchildinvolvingatoy?(Theexperiencecanbe
aboutbuyinganewtoy,givingitorplayingwithit.)
Thinkingaboutthattoyandthatexperience,whatifanyweresomeofthe
benefitsthatitprovidedyourchild?
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PLAY QUESTIONS
Pleasetellus3waysinwhichyouthinkplaybenefitsyourchild.
Weveheardthestatementsbelowfromsomeothermomswithyoungkids.
Pleaseletusknowifyouagree/disagreeandWHY:
Agoodtoyshouldprovidemychildaneducational,creative,orsocialbenefit
ratherthanjustemptyplay
Doyouagreeordisagree,why?
Ithinkthatatoydoesntalwayshavetoteachingmychildsomethingits
importanttoletkidsjustbekidsandplay.
Doyouagreeordisagree,why?
TOY BRAND QUESTIONS
DoesyourchildownanyFisherPricetoys?
Ifso,whatishis/herfavoriteFisherPricetoy?Why?
Inyouropinion,whatarethepositivesandnegativesaboutFisherPrice?
Inthescalebelow,pleasemarklineswhereyouthinkthefollowingbrandsfallonthe
scalesbelowwhenitcomestodevelopmentandfun:
FisherPrice,LeapFrog,Playskook,VTech,Melissa&Dougfallinthefollowingscale:
ParentshavetoldusthattheythinkFisherPricehasawidevarietyofproductsand
toys.Ifyouagree,whatdoyouperceivetobethebenefitoradvantageofthat?
IsthereanythingFisherPricecouldlearnfromothercompetitivebrands(Playskool,
Leapfrog,VTech,BabyEinstein,Melissa&Doug)?
Notalot
offun
Alotof
developmental
benefits
Notalotof
developmental
benefits
Alotoffun
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FINAL QUESTIONS
Ingeneral,whatkindofactivitiesorproductsdoyoudo/usetohelpyourchild
developandgrow?
Listthefirstdevelopmentalbenefit(ifany)youbelievewouldresultfromyour
childusingeachtoybelow?
____________________________ ____________________________
____________________________ ____________________________
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THANKYOU!!!Youcanreturnyourjournalbyscanningandemailingpicture(s)to
[email protected],faxingtomyattentionat(212)2124560,orshippingtothe
addressbelow:
LizLamar
Young&Rubicam
285MadisonAvenue
9thFloor
NewYork,NY10017
Youwillbereceivinganelectronic$50TargetGiftCardasathankyouforyourparticipation.Ifyoudonotemail
yourjournal,pleasesupplyanemailaddresswherethegiftcanbesent.
