65 mums

4 countries

China, South Korea, Japan, Brazil

How will Maxi Cosi ensure that its products and communications are relevant now and in five years’ time, for new parents in the diverse cultures of China, Japan, South Korea and Brazil?

"As we can’t possibly have a research team for every region, intO has quickly become integral to our research and innovation. They have flagged nuances, connotations and opportunities in a way we never previously could."

Emma Bellamy (Market intelligence specialist)

Our approach
  • Communication strategy
  • Cultural immersion
  • Immersive approach
  • New product development
  • Mobile ethnography
  • Opportunity mapping
Our process

intO has a long relationship with Dorel as their research partner, to develop future-facing products for their Maxi Cosi and Quinny brands. intO’s mobile-ethnography approach to worldwide research reveals emerging shared values amongst new parents in Asia and South America continuously, and an understanding of their effects upon children’s mobility products.

Our effects

intO’s detailed focus upon people’s behaviours in-context, identified opportunities, as well as barriers, for strategic communications and pathways into key markets. intO’s combination of research methodologies together with cultural and socio-economical analysis informed Dorel’s new product development strategies, which has induced a steady increase in their share of Asian and South American markets consequently.

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