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Kimberly Clark is developing a more structured consumer centric approach to inform product and marketing efforts under the lens of ‘the job to be done’
Understanding how the job of caring for baby’s skin is being accomplished and the coping mechanisms, products and behaviours that mums use to achieve this
In-home ethnographic observations of mums engaging in daily skincare activities with their babies, including bathing, meal time, changing, etc.
Profiling Kimberly Clark’s established segments
Uncovering several ‘human truths of motherhood’
Gaining an understanding of the ‘jobs to be done’ for baby skincare
Uncovering new opportunities for Kimberly Clark in the baby wipes and nappy categories
ABOUT THE AUTHOR:
CEO - Expert in consumer psychology, semiotics, ethnography and the Real Housewives of Melbourne.