Why Mattel needed to reinvent its ad-testing program

Geoffrey Precourt

Mattel, the toy manufacturer, developed a new system for testing ads having learned that most existing offerings did not meet its unique requirements in this area.

"When I started at Mattel, there was a big organizational directive to streamline and prioritize business questions, specifically with the research projects that are done on a daily basis, and over the length of the year," reported Jaideep Dore, who joined the toy manufacturer as Director/Global Consumer Insights in June 2017.

Mattel owns a wide variety of brands, including American Girl, Barbie, Fisher-Price, Hot Wheels, and Monster High, as well as a variety of video and board games. The process, for years, was simple: A business question would form, a brand would come down to the research group, and the...

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