Case Study: a leading baby care brand improves sensitive messaging strategy with QualSights Mobile Qualitative Platform

How a Leading Baby Care Brand Managed a Sensitive Communication Strategy

A leading baby care brand was challenged with how to communicate a new clinical claim about its product. The claim required parents to adopt a new baby care routine, but it was unclear if a broad audience of expectant and new mothers would be open to such a change while navigating the hectic and unpredictable early stages of parenthood. The brand turned to QualSights to understand this sensitive communication challenge before finalizing its strategy.

QualSights utilized its Mobile Qualitative Platform to get authentic video responses from 23 expectant and new mothers. This approach provided the client with an unfiltered view into the participants' lives, revealing that adopting a complicated new routine was highly unlikely for this audience. The impactful research allowed the client to refine its communication strategy to a more sensitive and targeted approach, making their insights leader a hero within the organization.