Eason Uncover What Ticks Parents Boxes When It Comes To Buying Books For Kids

We ran a tailored insights project for Irish retailer Eason to get them feedback from parents around kids’ book buying in order to help them with their kids’ book strategy.

eason insights case study

“Working with the ParentsandBrands team made it quick and easy for us to get unique, in-depth feedback from their private, engaged panels. We will be feeding what we learned directly into our strategy for our kids’ books category.

I can definitely recommend ParentsandBrands to any business who needs in-depth insights and feedback from parents, quickly and cost effectively.”

James McCahey, Ecommerce and Digital Marketing Manager, Eason

The Challenge

Eason needed to get consumer feedback for their kids’ book category to help with marketing, content and planning. In particular to understand how and what influences parents around buying books for children.

They needed to find out what parents thought and to drill into their opinions on various aspects of buying in this category, from feedback on choice of books to what Eason could do to support and encourage more sales.

What We Did

We ran a 1 week panel of 30 mums around Ireland with kids under 12 on behalf of Eason.

We asked them to answer questions, share their opinions and give detailed commentary around buying kids’ books.

At the end of the project we delivered actionable insights and recommendations along with anonymised verbatim data that Eason could use for further analysis.

What Parents Said

“I buy children’s books every few weeks, once a month at least. I have three kids and they’re all bookworms so I get them a new book as a treat if they’ve done well in school, helped out at home, etc. I’d also buy books for them as part of their birthday present and Christmas presents.”

“It sounds like a very new and innovative product (BioLPG). I’d be happy to try it as always looking for ways to reduce our carbon footprint.”

“We use zones in the house that are controlled by separate thermostats and have them set to Eco Mode so that the heating will only come on once the temperature drops below a certain degree.”


As with all our insights projects, this tailored group of parents were happy and willing to give feedback and their opinion. As well as insights on book buying behaviour including instore vs online, the project also delivered key learnings about

  • children and choosing books
  • the brand
  • opportunities to connect with target consumers and what key messages will resonate
  • potential things that Eason can do to increase connection and sales
  • other ideas to develop to support parents on their book buying journey

Would you like these kinds of insights from parents?

Would you like insights from parents for your business? Talk to our panels of engaged mums and dads, using our dedicated private platform to gather critical insights to help influence and activate them. Contact us now to find how we can help.