Soft Skin & Big Decisions: Childcare Choices Among Indian Mothers

Research Objectives

Understand the current habits and product usage in childcare.

Journey through the process of decision making  Influencers and information sources.

Perception of key brands and their USP in the market.

Identify need gaps within existing products and scope for new products.

Approach and Methodology

In-Depth Interview

Lasting up to 2 hours

At consumer’s home

At Pediatrician’s clinic

SAMPLE SIZE: 24 IDIs

MARKET: Delhi & Mumbai

Target Group

Mothers

25-36 years

SEC: A1/A2

Usership

For Diaper Rash Cream

Women, Mothers between age 25-33, with kids aged 3 or less

Users of Diaper Rash Creams.

For Nipple Cream

Women, Lactating mothers between age 25-33, with kids under 1 year or less

Users of Nipple Creams/Pads.

For Topical Analgesic

Women, mothers between age 28-36, with active kids aged between 3-10

Users of topical analgesics/ balms/ creams

Expert Interview

Pediatricians to understanding from them the patient needs, their recommendations for products and brands

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