This case was one of the most complex Market X-Ray cases to date, with particular reference to wanting to identify and understand the target audience’s online customer journey.

CLIENT COMPANY

Pampers is a brand of Fater Group Spa, Italy’s leading manufacturer and distributor of different types of Home & Care products. In particular, Pampers is the iconic brand of baby and toddler diapers sold worldwide.

STARTING OBJECTIVES

Therefore, they contacted us with a need to find out the health status of the Pampers brand online in order to have complementary information to those obtained in the traditional way through direct interviews.

The main goal was to find out:

  • How much and how Pampers is talked about online on social media, blogs, and forums;
  • What are the most discussed positive/negative issues;
  • Which diaper models are most searched for online and most talked about on social media, specifically uncovering any problems experienced by female consumers;
  • Compare these results with the competition.

MARKET RESEARCH AND COLLECTED DATA

The survey brought to light what is known as the “customer journey,” or how online moms move when they want to buy diapers.

ACTIONABLE INSIGHTS

We then answered a series of questions about the market, targets, and competition:

  • How are approaches to product purchase, both online and offline, changing?
  • Are moms moving toward more natural models? Are they choosing new methods of shopping?
  • Where are online moms primarily found, on what social networks?
  • How do branded brands compare with private label brands?
  • Are new brands coming in from abroad?

ACHIEVEMENTS: IDEAS FOR NEW PRODUCT LINES

The investigation was so thorough that the concluding report numbered more than 200 pages! In addition to answering the brand manager’s questions, multiple insights emerged on how to improve Pampers’ reputation and visibility.