For those of you that don’t know the quinny brand. Quinny is a global manufacturer of baby strollers and pushchairs In 2011, Dorel discovered that their flagship brands Quinny and Maxi-Cosi were cannibalizing one another to some extent. Recently they changed their strategy based on the Urbanization trend. This trend is based on growth in urban areas: Now more than half the world’s population lives in cities. By 2030 this number will increase to almost 5 billion, with urban growth concentrated in Africa and Asia. As an answer to the urbanization trend, Quinny developed ‘The city is ours’ brand platform, with a strong focus on the parents living in the city
In order to support their global strategy, Quinny was on a quest for universal insights. The question was how to translate the slogan “the city is ours” into relevant product innovations on a global level as well as a brand activation strategy on a local level. To answer this question, we first needed to identify the similarities on a global level. These insights evoke the same ‘Aha, it’s me’ feeling among parents from different cultures around the globe.
Besides identifying these insights, we also wanted to immerse into their world. The goal was to inspire the entire Quinny team (from designers, marketers to sales and third party agencies) with their new target group We wanted to confront the team with the daily challenges that Urban Parents face And make our innovations and branding more relevant in the context of mobility That’s when we called InSites. They helped us in this challenge (From Marieke, to Anouk)
Yes, and we were very excited about this global project. To start with, an online research community was chosen as the backbone of this research projects. This method: It connects participants from all over the world on an online closed platform, crossing boundaries of space and time It enables participation in a flexible and asynchronous way matching the parents’ busy schedules. It empowers participants to share tips and tricks on parenting, creating an inspiring learning environment, We invited over 120 urban parents from over 7 big cities in the world to collaborate with us for 3 weeks. In the end they generated over 2900 posts, great result. While this solution brought us key benefits, we also were facing 3 major challenges.
The first challenge was the language. Inviting parents from 7 cities, like you see here, resulted in a global community in English. Normally, we set up communities in local languages Because the goal here was to identify universal insights (not so much cultural differences), we combined all cultures on one platform. And because the parents are part of the global generations, we knew they are perfectly capable of expressing themselves in English We added a language test in the screener survey just to be sure. Finally, these were the ones that were open to learn from other cultures. The global aspect, as we will discuss in more detail later, is what really attracted these urban parents and it made it a very interesting and rich learning experience as well.
Next to the language challenge, we needed to make sure we were getting the insights in their daily lives and mobility routines, almost like an ethnographic study. That’s why we enabled them to use a mobile community application. This is actually a dual screen app, meaning that members use both desktop and mobile connection for all activities. The app enabled members to better perform offline tasks (for example, sharing hot spots in the city) The mobile community turned out to be great hit, resulting in 433 photos. Extra analyses on this method showed us 3 things: 1. mobile users were more engaged, contributed 65% more posts 2. the contributions that they made contained 2x more visuals and use half the number of words 3. The photos shared by mobile were much more relevant, and tagged most often compared to photos shared through the desktop. Especially for categories mobility solutions and favorite products. These results show that a mobile component is of crucial importance to fully understand the user group and uncover unique and fresh insights.
There is more to building engagement than mere tools like the mobile app. This brings me to the 3rd challenge: engagement. We needed to keep parents engaged for 3 weeks, so we prepared a cocktail of engagement. Some examples of what was in our cocktail are: 1. Fun facts. To motivate members to keep on sharing their opinions, parents could unlock fun facts about Quinny by participating in our challenges 2. Showing impact: To show the impact they have on the brand, we gave members feedback and a sneak peek behind the scenes at Quinny 3. Incentives: We rewarded the members with vouchers and on-topic incentive, book with parenting tips. 4. Recognition: Give recognition to the “top 30 Urban Parents” by sending out a quinny stroller to 30 active members and test it. Call it Quinny Casters
By keeping the parents engaged long-term with the community, we obtained rich and contextual data. Now we needed to turn that data into universal insights that connect the urban parents from the 7 cities. What is it exactly? As a qualitative researcher, let me explain this with a formula The first basic aspect is ‘relevance’ and calls for familiarity (‘It’s me’), sometimes to the extent that you may even learn things about yourself that you were not aware of before. Secondly, it includes an ‘Aha’ experience: a combination of surprise and something familiar, referring to something which was implicit all that time. Thirdly, it should have an ‘emotional valence’. It can be a friction or problem that consumers want to solve. These three components make up the magic formula for an insight. The better the insight, the higher the business potential. We found 6 insights. We can share a tip of the iceberg for 4 insights with you today.
First insight is about the love they have for their city. Read insight Urban parents embrace the city with its positive and negative aspects. They are used to the city life and can’t imagine living outside the city. This very positive attitude towards life and living in the city was used by Quinny to create positive communication messages that we will see later on.
Here you can see a story Clarissa told us about living in Sao Paulo. Although there are some problems with living in a large city, she appreciates the cultural and business spirit she can find in the city All the opportunities available make her able to take on challenges she might face in the city.
Second insight is about their need to go back to basic. Read insight This is about the popularity of digital entertainment and the realization that children raised in the city lack the experience of nature around them. Urban Parents want to create the perfect place to raise their children and therefore take their children outside as much as possible. When they become parents, they start looking at the city from a whole new perspective and discover the city’s small and unique places of nature that are free of charge, provide fresh air and offer valuable playtime for their children.
Starlinsky here makes sure to get her daughter outdoors as much as possible, because she also likes to go outside. These can be very low-key out doors activities like sitting in the grass or going to a playground. Most popular places in the city are parks and playgrounds.
The third insight is about the importance of the extended family. Read insight Even though many Urban Parents don’t have family or relatives close-by, they still value them enormously. They try to involve their extended family as much as possible. Communicating digitally through face-time or Skype plays an important role, as well as making trips to parents and grandparents.
Supersavvy explains here that her parents, take an active role as grandparents. They realize how busy city life can be and want to keep close relations with their family. For Sontschi it is a different story. Her parents are not near and her little one has mostly digital contact with her grandparents.
The fourth insight is about their neighborhood. Read insight When urban citizens become parents, they feel the need for a community, for belonging in the big anonymous city. They start small villages in the city they live in, with the people they feel connected with, consisting of the places they visit and routes they walk. Their radius to travel within the city is seriously limited and parents prefer to visit local facilities, like supermarkets, cafes, libraries and other shops.
Bigmamabrown explains that she likes to use the stroller while making daily trips in her area. She actively searches for play groups in her neighborhood that both she and her daughter like.
These insights where of course not the final step in our journey with Quinny. To create a mind shift in the organization, we need to use a staged approach First we engaged the stakeholders with their new target group (who are they, what are daily challenges), then we inspired them with eye-openers through our presentations, and then we translated these insights into actions together in our workshops Let me give some examples of how we creating the engagement with their new target group.
One example is the Urban Parents Game. We invited different teams to play and test their knowledge of this target group. Let me see if you already know the target group a bit better Read Question / Answers. right answer is C After you get instant feedback why it’s C. This way, the people at dorel were confronted with their own knowledge gaps, creating a feeling of positive disruption. In the end, 60 people played the game! Another way we creating engagement, is by sharing a movie about the project.
I bet you are wondering what the impact was of these insights and the immersion experience. Next, Marieke will take us through some of the results.
Let’s go back to the initial management objective: Reposition the brand towards city lifestyle and create relevant solutions for the Urban Parent. Here you see an old print ad, and a new one. They perfectly illustrate the new positioning of our brand. Which one do you think is new? Left or right? Why?
The right one is the new one! We learned that the brand needed to shift towards a more social context, taking into account the modern and extended family. The focus should be on the child and the parent(s), not the looks of the mother. Furthermore, the brand’s focus shifted from fashion, emphasizing how the mother looks (check out the high heels she is wearing), to more creativity and skills that parents need to live in the city
Next to this new communication campaign, the insights are also used to fuel their social media campaigns. The community discussions revealed interesting conversation starters, giving Quinny new social currency to start the conversation with their customers.
Next to the innovations on branding and communication, Quinny already has taken some first steps to innovate their products as well. The community helped us to better prioritize product ideas on relevance. Besides this, it also helped us to guide internal discussions. For exmaple, one about the size of the shopping basked. One of the things we found out is that parents that live in the city often use their stroller for grocery shopping. Quinny’s shopping baskets where always rather small. Therefore, a project is now initiated to redesign the solutions so they are much more suitable for grocery shopping with a child.
Next to the product features, new product developments were also made in the fuzzy front end. An important development that was triggered by the insight of city villages & limited mobility is the innovation experiment of the “Longboard Stroller”. The product development team learned that Urban Parents feel limited in the distance they can cover in the city compared to their life before kids. This insight made the design team realize the daily struggle of the Urban Parent and decided to rework a previously designed stroller concept Quinny teamed up with Studio Peter van Riet to bring this to a higher level. They developed a prototype and launched it in the media. As a result, the concept received a lot of coverage in the media; the Facebook page went viral and resulted in 6,500 friends in just a few months, without any advertising. The new product also featured in various newspapers and TV shows. The innovation project won the OVAM Eco Award PRO 2012 as well. This example shows how the voice of the consumer can inspire the product development team and make product innovation more relevant.
Here’s a video to see the product in action!
This case study shows how to connect with a global generation like the Urban Parents. The next step is to continue building on Quinny’s branded universe around the identified clusters of insights, to enable localizations on the brand, product and activation level.
Around the World
Tom De Ruyck | Managing Partner, InSites Consulting
2x more visuals
47 vs. 87 words
Thanks, Quinny... Now I can show
off the buggy to my other moms
out there and make them jealous
because this buggy is not available
in Malaysia and I OWN it...Yeay!
By Asyikin, Kuala Lumpur
From data to
My love for my city is so
big that I’m ready to take
up every challenge
accompanied with this
The City for Life Parent
Even with the problems that happen in
this huge city, we love to live here. It
has so many great restaurants, lots of
theatres, shopping malls, parks, the
cultural life is very nice here. SP is
also the financial capital of the country
so lots of business happen here.
Changing experience with people
around the world will help me and my
family to deal with bad stuff that SP
has, making our life more enjoyable.
Besides experiencing the
dynamics of city life, I
want my children to go
‘back to basic’ and not
forget about the authentic
things in life such as
2. Going back to basic
My daughter loves being outside, so
much so that if she wants to go play
outside, she will get her shoes and have
me put them on and the get my shoes and
try to put them on for me. So whether she
is just sitting in the grass exploring or
getting to run around on a playground
she just loves being outside.
The city can be quite
impersonal and I don’t
want my children to grow
up thinking there are no
people who care about
3. The Modern Family
My parents encouraged me to leave the kids at
home with them as they love kids and would be
more than happy to look after them. It is
important in our family that we see the children
grow up and they do not spend hours being looked
after in a daycare center or a babysitter. We love
to keep the ties with the children tight in the
Our families don’t live in Berlin. We Skype
regularly with them. My 15month old daughter
starts to realize, that her grandparents talk to
her through the iPhone or tablet and she loves
it. She waves her hand to them and talks
something in her baby language.
Although we live in such a
big and sometimes
anonymous city, I really
want my children to feel
safe and at home in our
4. Getting around
Routine trips are to the store, up
into town to meet friends, to baby
groups and group activities. If
we’re staying local, we use the
stroller because Iz LOVES to face
out and stare at people as we pass,
nosy little biddy.*lol*.
We have regular play groups in our
area, they’re very important for her
socialization and for my sanity!
Some of them have music and
singing, all of them have friends for
her to play with, and we love them.
Urban parents have many reasons for
loving the city life, but what reason do
parents mention most often when
talking about why they like the city?
A. Good schooling
B. Wide offer of activities
C. Many opportunities