The aim was to gain qualitative insights into the sensitive target group of young mothers with babies up to 6 months with a minimal time and resource budget. The findings were to serve as a springboard for the further creative process in a brand campaign.
What can we learn? What is really relevant for the target group? What added value can we integrate into the brainstorming process?
There is never a good time
for diapers to leak.
Messengers such as WhatsApp offer an answer, enabling ad-hoc, targeted and efficient contact with target groups. The most important aspect here is “self-reporting” formats such as selfies or audio messages, which are becoming increasingly popular and natural and are an integral part of most people’s daily routine.
Questions sent as text – answers conveniently sent by voicemail, from home, within your own private environment and with maximum flexibility in terms of time. If you want to use short interviews to get a picture of the mood of specific target groups, such as parents with young children, WhatsApp creates a win-win situation. Interview partners in particular, who are so severely restricted in terms of time and location, often only have the opportunity to take part in studies in these formats.
The parents interviewed themselves based on the questions sent to them and thus received an interview situation tailored to their needs, stresses and habits.
Remote research enables both authentic and high-quality results, precisely because customers are picked up in their natural context. It’s about setting accents that provide sales arguments and discovering new perspectives, stories and experiences. In this way, valuable impulses on purchasing decisions, motivations and needs can be collected in a timely manner in order to constantly focus on the user – regardless of external conditions.
Remote research enables both authentic and high-quality results, precisely because customers are picked up in their natural context. It’s about setting accents that provide sales arguments and discovering new perspectives, stories and experiences. In this way, valuable impulses on purchasing decisions, motivations and needs can be collected in a timely manner in order to constantly focus on the user – regardless of external conditions.
The child is extremely unhappy if it is sitting somewhere full of poo or wet if the diaper has leaked. And if the child is unhappy, the mother is also very stressed and unhappy.
As young parents are exposed to extreme stress, especially with such young children, we expect little or no willingness to be interviewed.
How do we create an interview situation that does justice to the stress of young parents?
Of course, there are limits to the method and the client’s expectations must be managed accordingly. Ad hoc methods cannot be used to understand issues that are difficult to access. So this is not user research that investigates complex topics.
The research resulted in real-life impressions from young parents, which served as springboards for a campaign idea. The campaign could be aligned even more closely with the needs and pains of the customers thanks to the insights into a specific product.