No 1 Selling Baby Product – Brand awareness, evaluation and competitor mapping

babyBrief

A baby product retailer wanted to update their understanding of their ever-changing target market of pregnant and new mums and to explore and measure the awareness and perceptions of their brand against their competitors.

Approach

With a very specific audience of pregnant mums in their third trimester and mums of 0-6 month olds and a tight turnaround we utilised the most natural method that mums share their opinions – the mother and baby groups.  Small groups were conducted within the sessions followed by an online survey with 1000 of this very niche audience using our specialist partner panels.  Every nuance of mum segment and type was taken account of for a thorough understanding of their target audience.

Results

With such an in-depth yet robust approach, the research was used to direct product design, new product ideas, website design, marketing angles and for PR purposes to gain all important exposure and increased credibility within this endorsement hungry target market.

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