1
Hero Builders Case Study
Rashad Anderson
School of Business, Liberty University
Which of the four types of studies are presented in this case?
The case of HeroBuilders.com exemplifies two significant categories of research:
exploratory and descriptive research. Emil Vicale began his research with informal market
research to ascertain the potential demand for custom-made action figures of heroes and
2
villains. He researched online to gather information about toy companies and visited retail
stores with action figure displays, studying the internal structure of the toy industry. Such
operations are consistent with exploratory research, which is applied in situations where the
problem has no clear definition and the researcher wants to gain knowledge or familiarity
before undertaking a deeper and more formal study (Goodfellow, 2023). Exploratory studies
are based on observation, informal questioning, and secondary data, which Vicale called
upon to gain insight into the business environment.
Meanwhile, the project is also characterized by its descriptive research aspect.
Descriptive research is a study that attempts to logically explain the properties of a
population or a given phenomenon. (Gabriel et al., 2024). Vicale articulated the market
conditions in this case by referring to those companies as large competitors, the size of the
stores in which action figures were stocked, and product variations between men's and
women's products. It is such descriptive findings that enabled him to estimate market size
and find a niche in custom figures. Nevertheless, his studies did not progress to cause-and-
effect studies, which would entail the exploration of demand hypotheses or the quantitative
prediction of demand.
Thus, Exploratory and descriptive research were the primary methods used in
HeroBuilders.com to collect background information and determine its possible market.
Using the criteria in Exhibit 2-1, evaluate the research that HeroBuilders.com conducted
prior to launching its hero and villain action-figure business.
The study conducted by Vicale has its strengths and limitations in terms of its
application of standard quality criteria in business research, such as purpose, research
design, ethical standards, analysis, recognition of limitations, and clarity of findings. First, the
study's objective was apparent: to explore the possibility of commercial success for custom
hero and villain action figures. Effective business research must have a clear focus and scope.
Vicale has given him a set path in his discovery by specifying his purpose to make collectible
figures based on the heroes of 9/11 and political leaders. Second, the research design was
informal but flexible. Vicale did not use any structured data collection or systematic
3
sampling, as they relied on secondary sources (web searches) and personal observations.
Although this flexibility is agreeable in the exploratory phases, it is not as rigorous as formal
surveys or experiments. Gabriel et al. (2024) note that an ideal marketing research practice
involves planning the sampling, measurement, and analysis to achieve the appropriate
validity and reliability. The method used by Vicale was not structured, and thus it could have
yielded biased or incomplete results, which prevents generalizability.
Third, some of the ethical standards were addressed. Vicale also had an attorney they
consulted to facilitate the legal use of real-life images of people in their action figures. This
highlights the importance of considering ethical and legal aspects, a key component of
business research. Nevertheless, consent procedures were not outlined, and potential issues
related to consumer privacy were not addressed in the study; thus, the ethical rigor was
constrained, on the whole. Fourth, the data analysis carried out was of a more qualitative
nature. Vicale was using what he observed in shops and over the Internet, but failed to
measure the outcomes. According to Crick (2024), it is essential to conduct a systematic
analysis of survey data to inform sound marketing decisions, including the use of descriptive
statistics and segmentation. The analysis provided by Vicale lacked objectivity as it was not
based on any numerical data.
Fifth, limitations were not mentioned explicitly. Proper research reports clearly state
the limits and restrictions that are likely to affect the interpretation of results (Rosario et al.,
2023). Since there were no indications of possible sampling bias or information gaps in the
case, determining the correctness of the conclusions is quite challenging. Lastly, regarding
clarity of findings, Vicale presented his conclusions in simple language. He decided that the
market was large, competitive, and controlled by Hasbro; however, this was not supported
by the results and charts. Evidence-based reporting is one of the fundamental principles of
trustworthy research (Goodfellow, 2023). Altogether, it can be stated that the research
conducted by HeroBuilders.com was helpful, as it provided some preliminary information;
however, it was not as methodologically sound as the professional marketing research.
4
What issues, other than those Vicale chose to evaluate, would you have included in your
research plan for HeroBuilders.com?
Although Vicale analyzed competition, legal issues, and the market size, further
research areas would have added value to his business plan and also reduced the risk. To
begin with, he should have conducted consumer segmentation and preference research to
identify specific buyers. Psychographic and demographic information may also indicate how
adult collectors, parents, or even children may be the most significant potential market.
Gabriel et al. (2024) emphasize the need to establish a connection between marketing
strategy planning and customer characteristics, taking into account product attributes. Focus
groups or quantitative surveys would have helped to elucidate which customer groups
appreciate the hero and villain themes and the impact of customization on purchase
intention.
Second, a pricing analysis ought to have been conducted as part of the research plan.
The application of rapid prototyping technology by Vicale is likely to have increased
production and costs, thereby highlighting the need to determine how much consumers are
willing to pay. Acceptable price ranges can be estimated through experimental pricing tests
or conjoint analysis. According to Goodfellow (2023), excellent pricing research contributes
to value perception and profitability, which are essential for small niche brands. Third,
research on distribution and logistics should have been conducted. As HeroBuilders.com was
conducted via e-commerce, the company required information on the delivery speed,
fulfillment effectiveness, and customer reliability in purchasing toys online. According to
Goodfellow (2023), the issue of scalability can be addressed by increasing demand, and
operational research that aims to enhance consumer satisfaction and delivery performance
can be applied to this problem.
Fourth, it would have been helpful in studies concerning the effectiveness of
marketing communication. The fact that publicity can have a substantial effect on sales is
demonstrated by the sudden media coverage that follows the launch of a product. An
organized examination of various promotional media, such as TV, internet advertisements,
5
or social media, might establish which medium reaches the highest number of people or
converts them at the highest rate. Fifth, the strategy should have incorporated the elements
of competitive intelligence and market forecasting. As discussed by Rosario et al. (2023),
contemporary marketing studies are based on the use of models that utilize data to forecast
demand patterns and competitive activities. By performing forecasting based on data related
to sales or search, and utilizing the available data from HeroBuilders.com, it would have
been possible to anticipate market changes and adjust production capacity accordingly.
Finally, Vicale may have evaluated the cultural and ethical implications. The sale of
real figures of political leaders or villains is a morally sensitive issue and risks damaging the
international perception. There is peer-reviewed literature on marketing ethics that suggests
analyzing the mood and potential backlash of a product or service before commercialization
(Rosario et al., 2023). A preventive solution would facilitate protecting the brand image. The
incorporation of these other concerns would have yielded a solid, evidence-based base for
HeroBuilders.com. Intensive quantitative and qualitative studies would not only enhance
informed decision-making but also contribute to long-term competitiveness in the dynamic
toy and collectibles sector.
6
References
Crick, J. M. (2024). Analyzing survey data in marketing research: A guide for academics and
postgraduate students. Journal of Strategic Marketing, 32(2), 203–215.Accessed from
https://www.tandfonline.com/doi/pdf/10.1080/0965254X.2023.2176533
Gabriel, M. L. D. D. S., Mazzon, J. A., Isabella, G., Coelho, R. L. F., Lopes, E. L., & Brei, V.
A. (2024). Traditional Research versus Advanced Algorithms: “Is Survey in the Last
Days?”. Revista de Administração Contemporânea, 28(4), e240246.Accessed from
https://www.scielo.br/j/rac/a/C9XPLqbf9zqbpVkNYFm3dYF/?format=pdf&lang=en
Goodfellow, L. T. (2023). An overview of survey research. Respiratory Care, 68(9), 1309–
1313.Accessed from https://pmc.ncbi.nlm.nih.gov/articles/PMC10468179/
Rosário, A. T., & Dias, J. C. (2023). How has data-driven marketing evolved: Challenges and
opportunities with emerging technologies. International Journal of Information
Management Data Insights, 3(2), 100203.Accessed from
https://www.sciencedirect.com/science/article/pii/S2667096823000496
Powered by TCPDF (www.tcpdf.org)
