HERO BUILDER’S CASE STUDY ASSIGNMENT 2
Which of the Four Types of Studies are Presented in this Case?
In my understanding of the four types of hypotheses used in researching, it appeared most likely
that a causal hypothesis was used when Vicale was conducting his study to see the potential of the
action figure business, and how feasible it would be to enter an established and competitive niche
market as a niche product. Since in causal hypotheses a variable can cause a particular outcome, the
variable being the events on 9/11 and characters Vicale saw as heroes resulting from said event, and the
outcome being able to create, market and sell action figures based on that variable, it seems like causal
research was the main approach then conducting his studies.
Vicale could have used other hypothesis and research approaches, as relational hypothesis could
have given results since there is a relationship between action figures, and his desire to create a niche
area of creating and selling customized action figures with no genuine IP backing the purpose. The
research was conducted to find primary data on the action figure market, competitors, and interest in his
niche product, all mostly exploratory. Usually, exploratory research will result in data not being
previously available since it has not been explored before and would be valuable to HeroBuilders.com.
It is interesting to think about the legal ramifications, using the likeness of public figures, and
how one might react to their likeness being used to make a profitable item, or how like someone is in the
final product. How would customizable action figures sell and compete in the marketplace, against
action figures that are backed by established IP and merchandisable, popular cultural likeness, that have
the traditional capture of the sales (figures based on movies, video games, animation characters)? It
would seem like there are two main markets, children and adults, where children will play with the
action figures, and adults would collect and likely display customized action figures. For children, it
would seem playing with an action figure in your likeness on a hero architype body (like Arnold
HERO BUILDER’S CASE STUDY ASSIGNMENT 3
Schwarzenegger) would be the ultimate play scenario. For adult collectors, customizable action figures
could provide most sales on their website.
With toy stores like Toys-R-Us closing store fronts and in-person sales evaporating due to no
outlets, the majority of the industry has shifted online, one has to wonder if it was just providence or
foresight for a business like HeroBuilders.com that sells their products through their website does not
have to worry about cost or competition on store shelves, and can actively profit from selling action
figures in an online space, like most direct competition would do today. Was this considered in the
research, or a possible finding while conducting research, and did it play a part in launching his e-
commerce business? What started as a homage to those he considered heroes, and more of a hobby,
has grown into a multi-faceted e-commerce business that fills a niche need.
HERO BUILDER’S CASE STUDY ASSIGNMENT 4
Evaluate the Research that HeroBuilders.com Conducted Prior to Launching its Hero and Villain Action
Figure Business
When evaluating what research was conducted by HeroBuilders.com prior to launching their
hero and villain action figure products, multiple forms of effective research were used to conclude
feasibility. To get a clear grasp on the scope needed for production, and what limitations they faced
entering the market with a total niche focus, the research would need to define all variables, concepts
and constructs relating to exploratory research, so the purpose clearly defined was determined. Small
and medium sized businesses or startups operate in niches to avoid directly competing with larger
companies in the same market, and the term “niche” is often synonymous with “narrow”, a strategy that
directs firms resources onto specific targets (Odlin and Benson-Rea, 2021). Understanding the niche
approach to a long-time established action figure market and how to compete indirectly would require
an understanding of the companies limitations, the scope of production needed, the cost involved, and
how to differentiate to compete with other companies, established and emerging.
It was clear that causal exploratory research was needed, and research design requires careful
planning and execution. The research conducted was planned and designed around figuring out the
action figure business, to determine competition, to evaluate the retail environment, both physical store
space and online via e-commerce, and to research demographics of consumers and target population,
which seemed to focus on children but likely included adults (Schindler, 2022). Based upon outcomes of
research, it was determined there was a valuable niche market that was being ignored or neglected by
others, that would allow HeroBuilders.com to position into a small yet likely profitable sub market
segment with very little to no direct competition, and a way to focus on a narrow piece of the overall
market, dominated by companies like Hasbro, and serving the target market and a significant lower cost
and customized requests (Toften, Kjell and Hammervoll, 2013).
HERO BUILDER’S CASE STUDY ASSIGNMENT 5
Even though the exploratory research findings did not provide much detail on whether high
ethical standards were applied or not, consulting a lawyer about using the presidential likeness means
HeroBuilders.com was concerned with the ethical ramifications of using someone’s likeness to create
and sell a product, but if that focus was on an ethical or legal standpoint, it is unclear.
The case study does show thorough analysis of data, and a recognition of limitations during the
research process, even if the study does not explore too many details in depth, it does incorporate sound
effective research.
HERO BUILDER’S CASE STUDY ASSIGNMENT 6
What Issues, Other than those Vicale Chose to Evaluate, Would You have Included in Your Research
Plan for HeoBuilders.com?
Even though it was not mentioned in his research findings, it could be assumed Vicale did study
what avenues of advertising he would use to feature, promote and brand his product, and how he would
reach his target audience. If Vicale did not conduct direct research on advertising to his niche market
and target audience, he certainly should have before determining the success of his endeavor.
Everywhere you look, you see marketing and advertising like never before, and children are exposed to
marketing from a very young age. Companies target their future customers, children, in ever shrinking
markets and competitors efforts to engage loyal customers, where children and even adults, have more
access to digital advertising portals and technologies (Sigirci, Ozge, Gegez, Ercan, Aytimur, Hilal and
Emine, 2022). It is vital to identify and understand who you are selling your product to, especially in a
niche market within an established marketplace, and operating in an e-commerce environment, where
at the time of the study, brick and mortar stores like Toy’s R Us were still in operation, and competitors
were established.
Even though HeroBuilders.com had some early success with selling under 10,000 units, it did not
know the interest of consumers, and whether marketing to children or adults or both was most
appropriate, which would yield ideal sales, and how to reach out to completely different target markets.
Action figures are tools of communication for children, a way for children to make meaning and have
desires expressed (Bainbridge, 2010). Would children care about having an action figure modeled after
themselves, would they be able to express themselves the same way as with other action figures?
Express themselves in new and better ways? It would have been an issue to explore.
HERO BUILDER’S CASE STUDY ASSIGNMENT 7
Would adult collectors want action figures that have little to no monetary value unlike collector
attractive items? How do you promote your product, brand and idea to different targets at the same
time? It would have been beneficial to include how to reach and sell to various targets with a niche,
untested product. It would also have been beneficial to incorporate different price strategies depending
on unit customization, and target, to get a leg up on competition, increase market share and push
profitability, and to plan for changes in e-commerce that would later come, as the year the company
formed, the marketplace was still young and untested, compared to today.
HERO BUILDER’S CASE STUDY ASSIGNMENT 8
References
Odlin, D., & Benson-Rea, M. (2021). Market niches as dynamic, co-created resource domains, Industrial
Marketing Management. 95. https://doi.org/10.1016/j.indmarman.2021.03.008
Toften, Kjell & Hammervoll, Trond. (2013). Niche marketing research: Status and challenges. Marketing
Intelligence & Planning. 31. https://doi.org/10.1108/02634501311324618
Sığırcı, Ozge & Gegez, A. Ercan & Aytimur, Hilal & Gegez, Emine. (2022). Children in Marketing: A Review,
Synthesis and Research Agenda. International Journal of Consumer Studies. 46.
http://dx.doi.org/10.1111/ijcs.12819
Bainbridge, J. (2010). Fully articulated: The rise of the action figure and the changing face of ‘children’s’
entertainment. Continuum, 24(6). https://doi.org/10.1080/10304312.2010.510592
Schindler, P. S. (2022). Business research methods (14th ed.). McGraw-Hill
Powered by TCPDF (www.tcpdf.org)
