12 families

1 country

China

How will Tommee Tippee develop their product communication and marketing strategy, as they enter into China with an unrecognised category of product?

Our approach
  • Classical approach
  • Communication strategy
  • Market entry
  • Mobile ethnography
  • Opportunity mapping
  • New Approach
  • Product refinement
Our process

intO applied a two-part qualitative research process to identify current and future market characteristics, which enabled Tommee Tippee – a respected market-leader in baby-feeding products – to prioritise which product category to launch first for its entry into the Chinese market.

intO identified and recruited families independently, in two major cities. We explored, over a two-week period, associations with health and hygiene and how they kept each home clean and safe for their children. We tested the appeal of particular products and identified those that could adapt from their original intended use to suit the differing family homes.

Our effects

intO’s research led to the identification of opportunities for Tommee Tippee to become China’s leading brand in the children’s health and hygiene market category. In order to increase uptake in the Chinese market, by analysing use case-scenarios, we delivered design recommendations that would refine the brand’s current range of products.

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