Barbie Consumer Analysis
UTA Assessment
In April 2023, UTA IQ surveyed U.S. consumers about the film Barbie using the quick-turn survey tool Suzy. First, they screened people based on their awareness of upcoming theatrical releases. Those who said they knew of Barbie progressed to the full questionnaire, which asked about their interest in and opinions of the film. The resulting demographic data from the focus group served as the foundation of the analysis on public perception of the Barbie Movie.
While the demographic data from the survey provided several insights into the expectations of the Barbie Movie, I focused on insights from Question 5, which asked respondents about the film's intended target age group.
Men and women shared similar opinions regarding Barbie’s target age group.
(The percentage difference between men and women responders per age group did not exceed approximately 10%.)
Most men believed Barbie targeted children ages 12 and under (59.3%)
Most women believed Barbie targeted tweens and teens (54.4%)
Overall, men and women most felt the movie targeted teens and under rather than adults 20 y/o and older.
(The age groups 20 y/o and older experienced diminishing selections from both genders as age increased)
Insights
Marketing Team Suggestions
If Barbie was intended to attract teens and under, then the marketing approach was successful. However, if Barbie was intended to attract adults 20 and older, then implementing a more directed approach towards an older audience is would’ve been beneficial.