UNDERSTANDING THE DIGITAL MUM
A famous brand of childcare products notices that new parents are different. They are now digital natives, and actively prepare for the arrival of their babies using forums and social networks. When purchasing products for their new arrival, the digital native parent is influenced by the advice of other parents, and blogging mums in particular.
We conducted a 360° assessment of the characteristics of a digital mum, through an in-depth digital analysis: mapping, customer journey, key influencers. This first analysis was supplemented by a focus group and a qualitative survey on the characteristics of “Digital Parents”.
This first analysis enriched the brand's digital community strategy, as well as its product design strategy, as it is now in tune with these smartphone-addicted parents