Illuminating the Needs of New Moms

An established brand focused on creating products and services for new moms wanted to research two of their positioning spaces - one for their main brand and one for a new-to-the-world brand. They wanted to see where these brands fit within the parenting space, understand use-cases, test offerings/positioning/pricing strategies, and explore how the brands can come to life for their audience.

We first conducted a trend and contextual scan that focused on uncovering key opportunity areas focused on consumer, category, cultural, and company truths.

We then took those trends, gaps and opportunities and workshopped them with our client to develop 4-6 positioning territories that we would take into research to validate and pressure test with new moms. In those discussion groups, we were able to gain a qualitative understanding of people’s needs and use cases, and were able to recommend 4-6 optimized territories that were then funneled into a quantitative study.

We were able to provide distinct and validated propositions for the master brand, as well as the sub-brand, that helped maximize their overall portfolio. Those propositions were able to help both brands standout within the marketplace, and give each a clear understanding of their ideal mom target rooted in human motivations.