Dr Sarah Gerson, senior Universitys Centre for Human Developmental Science, conducting the Barbie doll play study empathy. This occurred even when the child was playing alone, and the effect was equal for boys and girls. It was a huge finding for Mattel, explains Swaisland, as it helped to validate the hypothesis on the importance of play. A lot of the time, parents in the past would say to us: I dont see the benefit, I dont see what comes out of play because its invisible. Imagination is in that childs head, its part of their development, but its not like drawing or building a car; those are physical manifestations of development. But we knew this hidden learning and development was critical. EQ [emotional intelligence] is becoming so much more important from an adults perspective, and if we can foster that more in the kids of tomorrow, for us thats a great win. After the academic study, Mattel commissioned a survey with parents [see boxout] to explore the implications and relevance of the findings. The results of the Cardiff study are being used to inform Barbies brand communications and how it conveys the empathy message. A social media campaign in December focused on bringing the information from the research to life, says Swaisland, but he admits it will be a slow-drip process. Its not something you can convince people of overnight, but I think the importance is that the message is rooted in science; it was impartial; all decisions were led by Cardiff, we were just a recipient. We knew the results could have come back and told us nothing. Thats the risk you take with academic work its not about heres a questionnaire, answer some questions; its about fundamental human truths. Building curiosity Swaisland feels that the closer the Emotional intelligence is becoming so much more important and if we can foster that more in the kids of tomorrow, thats a great win insights team stays to children, the more it can build curiosity within the business. One of its aims is to encourage people to ask more questions, as opposed to merely requesting sales data or a consumer profile. Know your consumer, know that child, know that parent. Thats what were trying to get more focus on, he says. Swaisland sees research as an enabler for the team to drive impact, doesnt want it to be gathering dust in a folder somewhere, and is interested in how to be discerning with research, and not simply sticking to tried-and-tested methods. One of the EMEA insight functions priorities has been optimising people working in the team, and leveraging its specialists across the region, rather than generalists trying to do everything, according to Swaisland. In line with this, Mattel has changed how it works with research suppliers over the past couple of years. While it still works with large multinational agencies, it now has a broad portfolio of suppliers, including individual specialists in a given space for example, empathy, or small qualitative agencies that are really good at diversity and inclusion, says Swaisland. 38 Impact ISSUE 33 2021_pp36-39 I&S Mattel.indd 38 26/03/2021 10:05