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Parent Journey and Perceptions of Infant Food

Industry: FMCG
Market: China, Italy, Russia, UK
Methodology: Social Listening, Consumer Journey Analysis, Competitive Intelligence, Audience Analysis

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Our client, a global food & beverage company with an infant food division, wanted to revive their infant food offering in anticipation of launching new product lines and an associated marketing campaign.

In order to do this, they needed to:

  • Understand the common milestones, emotions and experiences shared by parents of children at each stage of the journey from 0-36 months.
  • Explore parents’ perceptions of infant food in general, and of the client brand in particular.
  • Gain insight into which of the client’s key areas of focus resonated with their audience, and how.
  • Gain a view of the key online personas present in parents’ conversations on social media.

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