When LEGO faced a challenge in helping shoppers find just the right thing to delight and inspire the children they were buying for, a combination of research methodologies pointed the toy brand in the right direction.

Why it matters

Most brands would like to have LEGO’s enviable reputation and range of products, but that huge choice brings its own problems – especially when the purchaser often isn’t the end user. Marketing can help get shoppers in store, but it’s important to make that final stage of the buying journey as simple and stress-free as possible.

Takeaways

• Distinctive blue packaging made...