Gauging consumers reactions to a new diapers concept

A baby products manufacturer needed more than survey checkboxes to understand how parents would respond to a new diaper line. They needed to hear parents explain, in their own words, what they loved, what worried them, and what would make them pay a premium. Video-based open-ends captured exactly that.

Key Takeaways

• 85% of parents with infants aged 0-12 months expressed strong purchase intent for the new diaper concept after the concept test
• Softness, absorbency, and hypoallergenic properties were the top three features driving parent enthusiasm
• Parents flagged fit, sizing, and leg-seal performance as the primary design concerns needing refinement before launch
• Video-based open-ends surfaced the specific language parents use to describe comfort and protection, enabling sharper positioning
• Willingness to pay a premium was confirmed, but conditioned on resolving the fit concerns parents raised

Background

The diaper market is a highly competitive and lucrative industry, with billions of dollars in annual revenue. Parents are constantly looking for high-quality, affordable diapers that provide comfort, protection, and convenience for their babies.

Manufacturers are continuously innovating and introducing new products to meet the changing needs and preferences of parents. A baby products manufacturer approached us to help them understand parents' reactions to a new line of diapers.

Research Objective

The primary objective of the study was to test the viability of the new diapers concept and gather feedback from parents to improve the product's design and features before committing to a full launch.

Methodology

We conducted a concept test with parents of infants aged 0-12 months. The test involved introducing the new diapers concept and gathering feedback on its design, features, and purchase potential.

We presented the concept using a combination of written and visual materials: a product description paired with images explaining the features and benefits. From there, the survey moved beyond closed-form responses. Using Enumerate AI's video-based open-end capability, respondents recorded audio and video answers to a series of questions covering their opinions on the product's design, features, and likelihood to purchase. This format let parents articulate nuance that a rating scale would have flattened, including tone, hesitation, and spontaneous comparisons to products they already use.

Findings

The concept tested well. 85% of parents expressed strong interest in purchasing the product. The features that landed hardest were softness, absorbency, and hypoallergenic properties: qualities that map directly to the anxieties parents carry about skin sensitivity and overnight protection.

Design feedback was equally pointed. Many parents flagged fit and sizing as areas needing improvement, and two specific requests came up repeatedly: a wetness indicator and a better leg seal to prevent leaks. These were not abstract wishes. Parents described real incidents where a competitor product had failed them, grounding the feedback in lived experience that a multiple-choice survey would never have surfaced.

On pricing, parents were willing to pay a premium, but that willingness was contingent. They would pay more for the high-quality features they saw in the concept; they would not pay more for a product that hadn't resolved the fit concerns they raised. The video responses made that conditionality clear in a way that a Net Promoter score would not.

The result was a concept test that gave the manufacturer both the confidence to move forward and the specific design priorities to act on before doing so. Curious how video-based open-ends could work for your next concept test? Book a demo with Enumerate.