iMAD Research Inc. is a global market research firm specializing in high-precision data collection. It recently completed a comprehensive multi-country study exploring shopping behaviors, purchase drivers, and consumer attitudes in the toy market. The findings offer significant insights for brands looking to better understand the evolving demands of parents and children worldwide.
Headquartered in the United States, with presence in the United Kingdom, and India, iMAD Research connects businesses with over 2.5 million respondents globally across B2B, healthcare, and consumer panels.
Founded in 2017 by Kartik Khanna and Abhishek Soni, iMAD Research has established itself as a trusted partner for companies seeking data-driven strategies for market expansion and innovation. The firm has delivered major studies across industries such as automotive, healthcare, and consumer goods.
“This research gave us invaluable insights into global toy shopping trends, shaping our product and marketing strategies to better meet consumer needs,” said the Brand and Marketing Head at a leading toys and stationery company.
Study Overview
The study combined quantitative online surveys and qualitative video interviews to gather detailed feedback from:
– Over 1,500 parents as primary decision-makers (shoppers)
– Over 1,500 children as key influencers (users)
– 250 in-depth interviews conducted across diverse regions
Countries included the United States, United Kingdom, Canada, Brazil, Mexico, Japan, Australia, India, and South Africa.
iMAD’s dual approach ensured comprehensive coverage of parental and child perspectives, providing a rich view of behavior patterns and preferences in the toy purchasing process.
Key Findings
– Parental decision drivers emphasized ethics, sustainability, quality, and trusted brands.
– Children’s influence was largely shaped by social media (influencer videos) and peer recommendations.
– Online shopping continues to grow for convenience, but in-store visits remain important for product quality assessment.
– Rising demand for AI-integrated and sensory-based toys was noted across multiple regions.
Methodology and Approach
iMAD Research utilized a mixed-methods approach for data collection. This involved both CATI & online methodologies combining online expertise with multilingual interviewing techniques.
Technical project management ensured the study’s scalability and reliability across diverse geographic markets.
Representative samples included parents of newborns through school-age children, ensuring demographic breadth across socio-economic segments.
Leadership Perspective
“At iMAD Research, our mission has always been to turn high-quality data into actionable insights that help businesses make informed, future-ready decisions,” said Kartik Khanna, Co-founder of iMAD Research. “This study is a reflection of our commitment to delivering research excellence across industries and geographies.”
Conclusion
The study’s results provided actionable insights for the client’s expansion into new markets and helped refine product development and marketing strategies. iMAD Research’s methodology underscores its strength in delivering decision-driving data through global reach and technical research excellence.
For more information, visit imad.com