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Mind the Product Transition Gap:

How Digital Qual Helped P&G Solve a Diaper Dilemma

Product Transitions

Capabilities / Obsolescence

Consumption

User Evolution / Life Stage

7

Predictable Product Transitions

Opportunity

Transitions don’t just happen, they unfold

Mapping a Journey: Data Driven

Understanding a Journey: Ground Truth

At its core, our job as researchers is to

understand peopleto answer business questions

Life is traditionally 99% researcher free

1%

99%

Researcher Present

Researcher Not Present

Ground Truth happens here

We can be there when things actually happen

ZAID

1%

99%

Researcher Not Present

Researcher Present

(Interesting things happen here)

OBJECTIVELosing market share as moms move from diaper sizes. What was going on?CHALLENGEReveal behaviors behind the numbers in as natural a way as possible

Questions?

Technical Data Says It’s All Good!

WTF??!!

Losing volume & market share when moms switch sizes

Need to Understand the Moments of Transition

Digital Qual

Mobile •obtaining true in-context understanding of behaviors recordings things as they see them out in the world

Online•reflective activitiesprojective exercises•any activity where a lot of typing is asked for

Project Timeline

1 2 3 4

Intro

85 6 7 9 1011

YourFamily

Music

ShoppingHabits

Size Change

Moment of Truth

Your Diaper Bag

Sources of Advice

First Smile

Baby’s Favorite

Shopping For Baby

Traditions Feel Like You New Size Thoughts

Test Product 1 Test Product 2

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General Discussion

WEEKS

Baby’s Development

The Week in Diapers

These activities completed when diaper size transition happened naturally

Engagement strategies needed for longer term duration

“You Complete Me”

Ground TruthData

A lot changes in 3 months

"I didn’t understand why there was such a gap in sizes...”

“They were huge on him! What the heck?”

“I actually wish I could buy diapers in 1/2 sizes.”

Key Finding // Which product comes next?

"I switched to Huggies in the smaller size because they run bigger. Then when I moved up a size, I switched back.”

“I have looked for the next size and cannot find them at my Kroger. I guess they make them, right?”

Product Transitions: Digital Qual Brings You There

Thank You!