Every mother wants to give her child the world. Daily care is no exception with the choice of perfect baby wipes being one of the most common challenges. As such, what is the driving force behind the Mom’s decision? The study based on iCode answers this question.
Case overview
Client: A well-known baby wipes brand
Research method: iCode Smart test
When: 2016
Goal: choosing a key value for marketing communication
Results
- more than 90% of surveyed mothers declared that ingredients, effectiveness, and comfort of usage are important when choosing a product
- but emotionally comfort of usage is the main driver
Client’s challenge
When planning a new campaign, the baby wipes brand wondered what the most influential feature of the baby wipes during the decision process was. Through research, they wanted to find out what should be emphasized in communication.
Research
Together with the Client, potential baby wipes category drivers were defined and grouped into three main areas: INGREDIENTS, COMFORT OF USAGE, and EFFECTIVENESS. Then, consumers were asked what is important to them when choosing a product in the category.
Results
declarations
- over 94% of mothers agreed that all the tested aspects of baby wipes were important when choosing the product
with iCode
- comfort of usage is the most important for mothers when choosing baby wipes and should be primarily emphasized in communications
Summary
The study based on iCode lets us avoid a so-called „ceiling effect”. Declarative-only results suggest that all examined categories are important and should be communicated. Enriching the study with emotional certainty allowed to go beyond and identify the main driver – the comfort of usage – on which the brand should focus. What is more, a further study of brand associations indicated that only the Client’s brand was associated with this value, which means that it can be considered as a competitive advantage.
