LEGO reviewed Silver Stork Research's U.S. Moms and Dads reports and LEGO systems research, which were both forms of secondary research. According to Silver Stork's research, parents used the Internet as a major source of parenting advice. From that research came the idea of ​​using a dialogue website. The research used targeted both mothers and fathers around the world. After completing the research, it emerged that fathers were very involved in family play moments and that their favorite toy as children was LEGO. As for mothers, they use the Internet a lot to find useful tips and advice on how to be a good parent. As for primary research, the first study LEGO conducted was called “Holiday Wishlist,” in which it asked parents what they wanted their children to play with all year long. After the first primary research, LEGO interviewed child development experts and delved deeper into how their products are used in today's children. The shareholder group was the consumers who purchased the products, LEGO wanted to use parents to bring LEGO into their children's lives. I feel like LEGO has done a great job targeting their shareholders and getting the right information needed from them