Reading over the example of Lego’s Target Market was a great lesson. First it talks about how Lego was trying to target girls 5 different times and finally after they spent time and money in qualitative research, they were successful. This makes me wonder what type of research they were doing before they started to really focus on qualitative. Learning that overall qualitative research is better for international marketing because of the open-ended questions is something that really got me thinking. For Lego they received all kinds of answers, but they got two main points out of it: the girls wanted skinnier pieces to play with that had brighter colors. Overall, I think this was a big take away for any business because if you really know the problem you can save time and money to learn how to fix that problem.