Competitive edge through an analytical approach

The brief

Kimberly Clark had a simple question – what do parents look for in a baby wipe?

What we did

To answer this question, we visited a range of young families to understand their daily routines. Specific focus was given to the emotional touch points of buying baby wipes. Once this foundation was in place, we were free to explore the functional and practical needs of these parents. Using discourse analysis, we gained insights into what the common cultural understanding of babies actually is, and the reassuring role baby wipes play in that. Semiotic analysis then demonstrated how the choice of branding, packaging and advertising affected it all. 

Result

In addition to a report detailing of the extensive research undertaken, we also delivered a whole range of concepts based on these findings that we presented to Kimberley Clark. The short, medium and long term projects we developed have given rise to whole new categories for Kimberly Clark to explore, which we’ve been actively involved in helping them with ever since.

Client's Comments

"This program built on our consumer insights and delivered a range of exciting and innovative packaging and product concepts to build into our development pipeline!"

Kimberly Clark R&E Team