Case Study: Bugaboo optimizes stroller propositions with Attest

How Bugaboo optimized the propositions for three new baby strollers

Bugaboo, the premium parenting brand, needed help refining the propositions for three new comfort strollers launching at once: the Bugaboo Fox 5, Fox Cub, and Dragonfly. The company wanted to quickly understand the appeal of each drafted proposition and how to differentiate them from one another without committing to extensive upfront research. Attest provided the research support through survey testing.

Using Attest, Bugaboo surveyed parents with stroller-age children and expectant parents across multiple markets to assess purchase drivers in the comfort segment, test positioning, and run A/B tests on messaging terms and “wow” claims. The research helped Bugaboo sharpen the positioning of the three strollers, informed early pricing considerations, and supported a larger portfolio study before final RRP decisions. Attest gave product managers a faster, evidence-based way to build business cases instead of relying on gut feel alone.

Bugaboo

Eleonore Schut

Market Intelligence Specialist