P&g Diaper Study

Research Aspect

Research Conducted by P&G

Improvements Suggested

Common Purpose

Loss of market share when parents went for purchase of new diaper size

Approach

The approach followed by Revelation Global, research agency appointed by P&G, was to have mothers go through the transition of their babies’ diaper sizes, give constant feedback and use this qualitative data to revise its Diaper Fit at different development stages

P&G may also include a competitor analysis of the diaper fits provided by them

Data Collection Approach

The study followed an easy structured format wherein it asked the selected mothers to complete shopping assignments, answer multiple choice questions, respond to open ended questions and to personalize even more upload pictures of various diaper sizes. However, the submission of responses was interactive and in free-form manner.

1. Study duration can be increased to at least 12 months to get better understanding on the effect of size changes in babies
2. Track comfort of babies with respect to different diaper sizes

Researcher Independence

P&G used the platform created by Revelation Global to contact the mothers once a week for three months yet consciously make as few interruptions as possible. The research was designed to collect subjective responses and map them to the quantitative data available with P&G.

1. Video blogs can be added to the platform as it would be easier for mothers to record and post videos compared to writing their thoughts
2. Host gatherings with the mothers and the babies every fortnight and observe their experiences as well as get their feedback on how the research can be improved

Samples

The sample for the research consisted of 12 mothers from diverse geographies.

Sample may also consider the construction of the family i.e. Single Mother, Family with only 1 Child, Family with more than 1 child, etc

Research Design

The research follows an Exploratory research design wherein P&G was closely involved in the research but still the mothers enjoyed full independence. Also, P&G adopted the approach to observe the participants of the study.