Case Study: Insights into Animated Franchise Engagement in Thailand

Client: Animation Production Company

Duration: 2 Weeks

Service: Recruitment, Fieldwork

The Business Issue

A leading global animation studio needed to understand the preferences and engagement levels of various demographics in Thailand with their franchises and themed animated property. The client aimed to tailor their marketing strategies and product development to better resonate with Thai audiences across different age groups.

The Techniques

Online FGDs
LOI: 2 Hours, respondents are also required to do an online pre task taking around 90 minutes time in 3-4 days to validate their articulation and involvement

Markets: Thailand (Bangkok)

Sample Size:
Total of 48 participants divided into:
8 groups of 6 participants each
2 groups for each target segment

Target Group:
Mums with girls aged 2-5 YO
Mums with girls aged 6-11 YO
Female Gen Z (18-23 years old)
Female Gen Z (24-29 years old)

Participants:

Each group will include a mix of fans engaging with the franchises

The Results

The research yielded valuable insights for the client, namely:
– Age-Specific Engagement:
– Themed Franchise Appeal:
– Character Preferences
– Merchandise Insights
– Content Consumption Habits

Findings enabled the client to refine their marketing strategies and create more engaging content for the Thai market, ultimately strengthening their brand presence across multiple age groups.