Dorel (a manufacturer of juvenile products, including car seats, play yards, high chairs, bath accessories, infant health, home safety and feeding products) discovered that their flagship stroller brands Quinny and Maxi-Cosi were cannibalizing one another to some extent. Dorel wanted to reposition the Quinny brand into a brand for parents with a city lifestyle, as an answer to the urbanization trend. To speed up the success of the repositioning, Dorel wanted to connect the Quinny team with the new target group: the Urban Parent. This concept unifies all parents from different cities all over the world, from New York and Berlin to Tokyo and Seoul. Urban Parents are used to the city life and cannot imagine living outside the city. However when they become parents, they need to rediscover the city all over again. The purpose of this research project was to discover universal insights and translate them into actions for future branding and innovations.
What did we do?
To fill the knowledge gap, a 3-week global Consumer Consulting Board (also known as online research community) was launched where a dialogue took place between the Quinny team and 120+ Urban Parents from 7 big cities around the world (London, Berlin, Seoul, Tokyo, Kuala Lumpur, Sao Paulo and New York).
The immersion experience confronted the organization with the daily struggles of their core target group and the creative solutions they come up with themselves.
This resulted in 6 Universal Insights, insights which evoke the same ‘Aha, it’s me’ feeling among people from different cultures around the globe. These insights are the fundamentals of today’s new product innovations such as the Longboard Stroller and branding campaigns. This case study shows how to connect with a global generation like the Urban Parents.The results of the community research fueled the branding and innovation funnel on a global level. The next step is to continue building on Quinny’s branded universe around the identified clusters of insights, to enable localizations on the brand, product and activation level.