Pampers: mums online customer journey

Pampers: mums online customer journey

This case was one of the most complex Market X-Ray so far. They client contacted us with the need to discover the state of online health of the Pampers brand, in order to have information complementary to those obtained in a traditional way through direct interviews.

The main objective were to discover:

  • How much and how we talk about Pampers online on social media, blogs and forums;
  • What are the most relevant positive/negative topics;
  • What are the most searched diaper models and which are more talked about on social media, discovering in particular any problems encountered by consumers;
  • Compare these results with the competition.

But not only! The survey has allowed to bring to light the so-called “customer journey”, such as how mothers move online when they want to buy diapers.

We therefore answered a series of questions about the market, the targets and the competition:

  • How are the buying approaches changing, both online and offline?
  • Are mothers interested in more natural products? Are they choosing new methods of purchase?
  • Where do mothers could be find online, on which social networks?
  • What is the comparison between brand brands and Private Label brands?
  • Are new brands coming from abroad?

The survey was so thorough that the final report had more than 200 pages! In addition to answering the questions of the brand manager, many ideas for reflection on how to improve the reputation and visibility of Pampers have emerged.


January 9, 2019


Market X-Ray, Social listening

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