How might we bring baby and parent together in a way that improves baby's health and development while also making the parents life easier?

• This was the challenge set by a global brand wanting to explore new opportunities.

• To identify the opportunities and generate innovative concepts, we conducted a deep dive across regions in the US, Germany, France, and China, that combined collaborative remote group sessions and unmoderated diary studies.

• We first interviewed a selection of experts in various domains pertaining to chidren and new parents. Then we divided parents into various segments by age of child and experience. We then provided them with research instructions to document their behaviors and needs across 5 key themes that were central to both our client's capabilities as well as to parent and child priorities.

• Participants provided videos, text, and photo entries over the course of a week, and we used that data to develop insights across categories, and ranked by importance to the users. We were able to generate innovative concepts for our client, to fill future roadmaps for over 4 of their brands.