Product in Use – The Diaper Files

A case study with Kimberly Clark

The Context

Understanding how Huggies compared to Pampers in the US

The Challenge

Originally a smaller study in Australia

Kimberly Clark is developing a more structured approach to product testing and comparisons and needed something more akin to a semi – quant/qual approach to nail the comparison

The Journey

Phase 1: Australia mums

N=30 respondents using online community + quant tools within

Huggies vs 2 new prototypes

Phase 2: US Moms

N=106 respondents

The Results

Uncovered ‘human truths of motherhood’ and new opportunities for Kimberly Clark in the wipes and nappy categories.
Uncovered key comparative elements, features, benefits and brand and category cues
Profiled where mums see the differences and what flowed through to purchase interest/intent

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