Paws for Thought: What marketers can learn from Paw Patrol

Marketers love the idea of uncovering some hyper-specific, hidden insight that will unlock success. They think that great marketing strategy comes from sophisticated data models, complex algorithms, and deep psychographic segmentation. But in reality, most great insights aren’t buried deep in consumer data—they’re right in front of us.

In 2013, a Canadian toy company called Spin Master set out to create a new children’s TV show. They didn’t conduct an elaborate psychological deep dive or try to uncover some niche behavioural trend. Instead, they went and talked to some kids and asked them what they like!

Turns out, kids like three things:

• Puppies

• Superheroes

• Vehicles

So Spin Master created a show about superhero puppies who drive vehicles. That show is called Paw Patrol. Today, it generates over $1.5 billion per year, dominates toy shelves, and is likely the leading cause of toy-related tantrums in the United States.

The Myth of the Hidden Insight

Too often, marketers fall into the trap of thinking they need to find a profound, unexpected truth to drive strategy. But as Peter Weinberg from Evidenza has pointed out, the best insights are usually obvious. They don’t require complex data models or proprietary AI - they require listening to customers and recognising what’s already in front of you.

Consider some of the most successful brands:

• "Going to the video store is annoying" → Netflix

• "People want stuff delivered to their house, quickly" → Amazon

• "Not knowing when your taxi will arrive is stressful" → Uber

• "Kids like movies about lost animals trying to find their way home" → Disney

None of these insights are revolutionary. They’re obvious. But what separates great marketers from bad ones is their ability to act on these insights with focus and consistency.

Stop Overcomplicating Research

Too many companies rely on dashboards, complex surveys, and advanced analytics to tell them what their customers want - when the best answers often come from simply talking to them. As Alan Lafley, former CEO of Proctor and Gamble, famously said, "If you want to know how a lion hunts, don't go to the zoo. Go to the jungle"!

If you want to understand your customers:

• Listen to them. Spend time in the environments where they make purchasing decisions.

• Watch their behaviour. What do they naturally gravitate towards?

• Look for patterns in the obvious. What are the universal things people love?

Spin Master didn’t need a PhD in child psychology to create Paw Patrol. They just needed to recognise that kids love puppies, superheroes, and vehicles. The lesson? The best market research isn’t about discovering something new - it’s about paying attention to what’s already there.