multi-market, mixed methods research (Germany & UK)
2000 families surveyed and 10+ more interviewed
ethnographic consumer product testing

Amazon recognised there was much more room for growth with their Amazon Kindle Kids e-reader product. However, in order to implement and effective product & marketing strategy to push engagement, they first needed to understand exactly who their audience is, what htese families most connect with and where the true barriers to engagement with Kindle Kids lie.


The project invovled two key challenges to solve:
  • Identify e-reader awareness, attitudes and behaviours amongst a broad audience of families with children aged 7-12 (non-rejectors of engaging with e-readers).
  • Define target and secondary audiences for Amazon to focus on - as well as the correct marketing strategy for ach of them - to push product awareness and sales.


An online survey to identify patterns aross a broad audience:

The core of our methodology was an online survery with families across the UK and Germany. Whilst relatively focused, it allowed us to gather concrete date on a breadth of key metrics, such as:

The market position of Amazon Kindle Kids position relative to other e-readers (in terms of awareness, use and affinity.

Core behaviours, motivations & barriers of parents & children when it comes to reading and e-reading amongst kids;

Connection & prioritisation across product features for child-focused e-readers (assessed MaxDiff design - allowing parents to prioritise the features that are MOST & LEAST appealing)

The efficacy of exisiting and new markting (A/B testing) when it comes to helping families make sense of and be excited about a series of e-reader propositions.

In-depth product testing & interviews for greater feedback & context

Whilst our survey provided the core foundation for our strategic recommendations, we also engaged families in product testing and a series of follow-up in-depth interviews.

Recruiting a blend of product owners and potential customers, we asked families to engage with Amazon Kindle Kids in their own way, in their usual context - then to discuss experiences and emotions with us following.

This allowed us to better understand common use cases: buyer journeys, likes and dislikes, context of use, appeal of the proposition; as well as stress test potential marketing and product avenues amongst the audiences we would be intending to engage.  


Through our research and recommendations, we were able to highlight the ideal target audience and marking approach for the Amazon Kindle Kids edition both now and in the future.

Amongst many other things, this included: key audience segments defined by their demographics, attitudes and behaviours; the product features that should be emphasised to both overcome barriers and increase product connectivitiy; possible partners to push product awareness amongst target and secondary audiences; wider considerations for marketing across the consumer journey.