Services Provided
Problem
It was desired to analyze the parameters affecting the baby’s diaper preference in the specified segments. Segment-based differences were going to affect the product and the communication strategy. The new competitors that entered the market quickly conquered the market, and PL was getting stronger day by day.
Solution
We used both Soulmate and Mirror research models. With Soulmate, we analyzed the motherhood experiences and the emotional world it causes in individuals. We revealed the inner conflicts. With Mirror, on the other hand, we analyzed motherhood as a social role.
Result
We created a new communication strategy at the end of our studies. We gave briefs to the agency within this framework, and as a result, the “As if it doesn’t exist” communication campaign emerged, which brought the brand to an important point.
We have been conducting research for years, but we have never heard of such findings and determinations about our biggest competitor until now.
