Market Testing of Kids Area Play Facilities

 

Client: McDonald’s UK

 

 

Objectives:

• To test customer reactions to recently installed interactive digital play areas for children
• To evaluate the effectiveness of communications propositions highlighting the new facilities

Methodology:

• Qualitative and quantitative research across 6 different store types
• Store comparison against other similar initiatives

Findings:

• At the beginning of the research customers were not aware of the digital play areas.  Once aware, customers valued the new play areas as a useful, family friendly facility.
• Children would benefit from enhanced enjoyment if they fully understood the whole range of games and how they work.

Recommendations:

• The play areas have been rolled out to a further 300 stores
• Staff to be been given additional incentives and training to ensure that they make customers aware of the play areas and how to use them
• Implementation of a revised communication plan to make customers more aware of the digital play areas.