Social media has dramatically changed how consumers select products to purchase. Pampers China, Procter & Gamble realised that the traditional consumer influencing channels were no longer effective in the Chinese baby product market. Consumers seem tend to make purchase decisions regardless of the brand’s marketing or sales efforts, but highly relying on their social media communications. Once introduced the “First Moment of Purchase” to marketers, Procter & Gamble sensed that this change was a challenge in their establish business strategy.
They were passionate to discover the insights of:
- How do current Chinese baby product consumers make purchase decisions?
- What is the role of social media in this emerging consumer decision journey?
- How can the brand and the company strategic decision making activities benefit from social media and the new consumer decision journey?
Two rounds of intense social media text mining and focus groups studies were designed and conducted by us in response to the challenges. We defined:
The new Chinese baby product consumer decision journey
The Chinese baby product consumer social media usage behaviour
The insights of involving social media in research activities in the front-end of product innovation
The insights of involving social media in strategic decision making
These rich, novel, and inspiring insights converted the challenge Pampers, Procter & Gamble were facing into opportunities in product innovation.
Social media text mining study
Focus groups studies
New consumer product insights
New consumer/user research methods and tools testing
Baby Diaper, Baby Product, Pampers Brand, Procter & Gamble China