Case study: Bambino Mio

Segmenting different types of parents in the mother and baby market

The challenge

Nappies are big business. Millions of disposable ones are thrown into landfill every day in the UK. And according to the Money Advice Service, the average baby needs about 4,000 nappy changes before they are fully potty trained – costing parents around £1,875 on disposable nappies and having a big hit on the environment. Our client, Bambino Mio, make a range of award-winning sustainable, reusable nappies which offer a viable alternative to the disposable varieties.

A host of challenger brands have quickly gained market share in the reusable nappy space. Bambino Mio compete with brands such as TotsBots, LittleLamb and Baba + Book who have the all-important celebrity endorsement through Joe Wicks. Our client needed a way to really understand their current customers and to understand parental attitudes in the Change Time category in general to defend and grow market share.

The solution

We developed an online quantitative survey that would, on the one hand, answer many of our client’s fundamental questions about customer composition whilst, on the other hand, being suitable for the development of a robust segmentation model. We also needed to ensure that the research campaign was compelling enough to achieve a solid number of survey responses – and sufficiently representative of the range of different parents that are attracted to the reusable nappy concept.

Developing a fit-for-purpose customer segmentation is often an iterative process. Our work for Bambini Mio was no different and after our initial data mining work, we presented the team with several different modelling options. Although this creates more leg work for our researchers, at Eureka! we believe this leads to a better, more appropriate final output for our clients.

The best customer ‘personas’ also need to reflect the real world out there. Family and parental dynamics have undergone a pronounced shift, with the ONS reporting that 74% of all UK mothers juggle care responsibilities with either full or part time. We therefore settled on a customer segmentation that took convenience factors as well as product efficacy into account, producing pen portraits of different ‘mums’ for use in future brand and marketing development.

Eureka! Research Quote Icon

It was a pleasure working with Eureka! to develop a bespoke segmentation of parents in the baby category. Having effective and real-world customer personas really help our strategic and creative development process. I really do think the guys at Eureka! can turn their hand to any category.

Jamie Mollart

It was a pleasure working with Eureka! to develop a bespoke segmentation of parents in the baby category. Having effective and real-world customer personas really help our strategic and creative development process. I really do think the guys at Eureka! can turn their hand to any category.

Jamie Mollart

Eureka! Research Light Bulb

We’d love to bounce some ideas around with you

Either get in touch with us below or have a further browse of our website to discover how we can solve your business conundrums.

We’d love to bounce some ideas around with you

Either get in touch with us below or have a further browse or have a further browse of our website to discover how we can solve your business conundrums.

Eureka! Research

The Mill | Radford Road | Alvechurch | Worcestershire | B48 7LD

Follow

Pin It on Pinterest