One Barbie isn’t (K)enough
With the biggest opening weekend box office for a female director and a far-reaching social media storm that's leading to everything from Barbiecore to break-ups, it's safe to say that the Barbie film arrived at the right time to shatter expectations.
But what about the simultaneously beloved and maligned six decade-old line of dolls that’s the launching point for such a cultural reckoning? → Is Barbie actually the superior doll?
Focusing in on key product attributes such as the Appearance, Design and Durability, we can see exactly how well Barbie is benchmarking against a direct competitor like American Girl at retailers like Amazon and Walmart.
Notably, reviewers talking about Barbie’s Durability rate the product a 3.8 stars on average. In isolation, that may seem low but when placed in stark relief against American Doll’s ~2 stars, we see why Barbie is consistently a top-selling toy in the US.
Comparing your top-line star rating against competing brands isn't enough anymore. Today’s marketers need to understand the specific context of what’s driving positive and negative sentiment among your customers..
Product reviews represent a gold mine of detailed and current customer feedback - made even more powerful because your competitor’s feedback is within grasp as well.
Leveraging nuanced competitive analysis at the product attribute-level means that your R&D team can prioritize new features or products and your marketing team can make more informed decisions about what to highlight on the product packaging and eCommerce Product Detail Pages (PDPs).
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