Specific data points include:

• Demographics (age, gender, ethnicity, household income)

• Interests

• Professions tweens want to be when they grow up

• Craft brand name importance

• Desired outcome of crafts

• Video watching’s influence on craft purchase

• Consumers’ preferred crafts

• Attributes that make consumers choose a craft

• Importance of store placement and end caps in purchasing craft brands

• Preferred size of product assortment in crafts & sentiment surrounding Target’s offerings

• Purchasing journey (digital, in-store)

• Craft category wallet share

• Most purchased brands in crafts

• Average pricing per craft category based on most purchased brands

• Crafts/activities consumers wish to see more of

• Consumers’ suggestions to improve the craft shopping experience

• Claims consumers need to see on packaging

• Consumers’ expectations of values in crafts from Target