P&G was losing market share as parents transitioned between diaper sizes. While their sales data showed a problem, it did not explain why. Through mobile and digital qualitative research, P&G was able to gain insights into the human behaviors and motivations behind the data trends. The research involved observing mothers in real-time as their babies moved between diaper sizes via smartphones. This revealed that mothers would switch brands or go back to a smaller size due to fit issues. Armed with this understanding, P&G developed new sizing and shelf solutions to keep mothers and babies happy.

1. 5 Ways mobile and digital qual can
help you understand big data

2. #1 Numbers don’t tell the whole story
P&G’s Babycare team had a problem. Their sales data showed they were losing
volume and market share as parents transitioned between diaper sizes. Their
technical and design data told them that sizing wasn’t an issue, but sales data told a
different story. Their data uncovered a challenge, but not why it was happening.

3. #2 Qualitative understanding reveals the why
Data can show powerful patterns and trends, but not always what’s driving those
patterns and trends. P&G needed understand why they were losing customers during
size transitions in order to understand the reason the consumer made the decision
they did.

4. #3 Underneath big data are human stories
Mobile and digital qual gets you invited into consumers’ lives to understand the
human side of the data story. To solve their mystery P&G needed to see exactly what
was happening during transition. Over the course of a three month study they were
able to see exactly what was happening as babies moved up diaper size.

5. #4 Mobile qual puts you in the ‘data moment’
Allowing the consumer to participate via mobile enables you to gather participants'
top-of-mind thoughts. P&G saw what was happening at retail as it was happening.
Responding via smartphones allowed moms to express their sentiments in the
moment, revealing their true motivations.

6. #5 When you know why, you know what to do
P&G found that mothers would either go back to a smaller size or switch brands, or
adapt to the larger size and settle for the way the new product fits. Based on the
information gathered by mobile qual, P&G was able to develop new sizing and shelf
solutions - making moms and babies dry and happy!

7. Understand big data
with digital qual
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