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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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