HOW A LEADING BABY CARE BRAND MANAGED A SENSITIVE COMMUNICATION STRATEGY

It is important that we don’t overstep participants’ boundaries when conducting market research studies on sensitive topics. However, probing participants on the most vulnerable subjects is often what provides us with the best insights.

Understanding how to utilize technology to gain insights on the most sensitive subjects is how consumer insights professionals can take their studies to the next level. 

In this case study, learn how a leading baby care brand: 

• Was able to get up close and personal with 23 women who were just about to give birth or who had just given birth 
• Leveraged online qualitative research to understand if women in this state were willing to change their baby care routines 
• Conducted unmoderated, asynchronous studies to gain the deepest, most accurate insights about a sensitive topic