We Did a Deep Dive With Parents to Inform a New Retail Category for Schoolbooks.ie [Insights Case Study]

We ran a tailored insights project for Schoolbooks.ie to get feedback from parents to help them develop a new product category for their e-commerce website.

schoolbooks insights case study

“The insights project was invaluable to our strategic growth planning. We were extremely impressed with the intensity and speed at which the project was managed by Jill and her team.

The direct feedback and suggestions from customers in our market were particularly helpful for us.”

Cathy Giles, Business Development Manager, Schoolbooks.ie


The Challenge

Schoolbooks.ie wanted to get some consumer feedback to inform a new category they were planning to implement. In particular, to understand receptiveness to the proposed category and parents’ opinions on what to include for the proposed product range.

The client needed to find out what parents thought, and to drill into consumer opinion on various aspects of buying in this category.

What We Did

We ran a 2 day panel of 20 parents around Ireland with children in different types of primary schools.

We asked them to answer questions, share their opinions and give detailed commentary about buying in this particular retail category.

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

From initial client briefing to delivery of results, the project took 4 weeks.

What Parents Said

“It’s a nice idea. I will be looking out on the website to see if they decide to launch that.”

“I don’t think there is a reason they shouldn’t add this to their website. Just market it well to make it work.”

“To emphasise environmentally friendly items. I think everyone has far too much ‘stuff’ and we need to get away from mindless consumerism.”


As with all our insights projects, this tailored group of parents were happy and willing to give feedback and their opinion. As well as feedback on the proposed category the project also delivered key learnings about:

  • What matters to parents when they are considering purchase
  • What key messages will resonate for marketing
  • Insight into parents’ views on e-commerce
  • What this key group of consumers want

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.