A global children's entertainment brand needed to validate several new storytelling concepts before committing significant resources to development.

With stakeholders across multiple markets needing to align on which concepts to prioritise, the company sought a data-guided approach to reduce decision-making risk and build internal consensus.

Sound Insights designed and implemented a comprehensive concept testing methodology to evaluate audience reception across key target demographics. The research specifically aimed to:

• Validate creative concepts that had emerged from internal brainstorming

• Determine optimal age targeting for each concept

• Provide objective data to support cross-functional decision-making

• Create consensus among stakeholders from different markets

The research findings delivered immediate strategic value, enabling the client to:

1. Adjust Targeting: Two concepts had their age targets adjusted based on clear audience preference patterns.

2. Unify Direction: The objective data helped achieve rapid consensus among stakeholders from different markets, creating unified support for the selected concepts.

3. Simplify Approvals: The research results arrived at a critical internal approval gate, enabling the team to move forward confidently with four validated concepts while strategically pausing others for additional exploration.

4. Strengthen Culture: The research contributed to growing organizational trust in professional research, supporting a broader shift toward evidence-based decision-making.

This successful validation process enabled confident resource allocation and faster time-to-market for priority concepts.