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.

Methodology

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

We presented the concept to parents using a combination of written and visual materials, including a product description and images of the product explaining the features and benefits.

The survey was conducted using Enumerate AI’s proprietary mechanism wherein open-ends are captured through audio / video. The respondents were asked a series of questions about their opinion on the product's design, features, and potential to purchase.

Findings

Our concept test revealed that the new diapers concept was well-received by parents, with 85% expressing a strong interest in purchasing the product. The key features that were most appealing to parents included the product's softness, absorbency, and hypoallergenic properties.

Respondents also provided feedback on the product's design, with many suggesting improvements in the product's fit and size. Parents also suggested additional features such as wetness indicators and a better seal around the legs to prevent leaks.

Further insights were garnered into the product's potential market, with many expressing a willingness to pay a premium price for the product's high-quality features and benefits

Our interviews with the survey respondents revealed that app usage was influenced by convenience, personal preferences, and peer recommendations. Many respondents reported that they used apps to stay connected with their friends and family, stay informed about news and events, and for entertainment purposes.

Highlights / Excerpt from the research

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Question

What do you like most about the concept?

Summary

The survey asked respondents about what they liked most about the concept. The responses varied, but some common themes emerged. Many respondents liked the idea of the diaper staying in place and not rolling or bunching up, which can be uncomfortable for the baby. Others appreciated the fact that the diaper prevented leakage and kept the baby dry, which in turn helped them sleep better. Some respondents liked the softness and comfort of the diaper, while others appreciated the fact that it came in a pant style. A few respondents mentioned the colors and name of the product, although one respondent did not like the name. Overall, the concept seemed to be well-received by the respondents.

Overall Themes (Associated sentiments)

Reels