Queer Kid Stuff

Audience: 

In an effort to boost Queer Kid Stuff's market presence, we targeted a diverse audience of potential book buyers and parents - either allies or LGBTQ+ individuals themselves. Our objective was to unravel the intricacies of their decision-making processes and benchmark awareness of the brand’s latest book release, "Rainbow Parenting."

Our Approach:

Phase 1 - Qualitative Insights:

We conducted 20 in-depth interviews, delving into the minds of our target audience. Networkers sourced from our vetted and verified community of gig workers played a pivotal role in sourcing high-quality participants for video interviews. This approach also ensured we achieved the diverse participant pool required, including the LGBTQ+ community, educators, and allies across a mix of regions and urban, suburban, and rural centers. 

Phase 2 - Quantitative Validation:

To validate our qualitative findings, we launched a comprehensive 20-minute survey involving 329 participants. Again we deployed our networkers, who helped to execute the nationwide survey. 

Our dual-phase strategy provided Queer Kid Stuff with nuanced insights into consumer motivations, paving the way for targeted marketing strategies and enhancing awareness of "Rainbow Parenting."

Number of networkers deployed: 23
Number of completed surveys: 412
How long they were deployed for: 6 days

Results:

We successfully fielded 329 qualified surveys within 6 days of launch.

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