consumer insights in the baby product industry

DISCOVERING MEANINGFUL INSIGHTS IN THE BABY-PRODUCT INDUSTRY THROUGH

SOCIAL MEDIA RESEARCH.

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The internet is a

24-hour resource for parents.

© 2014 HYVE AG. All rights reserved.© 2014 HYVE AG. All rights reserved.

Parents have a

strong need to discuss child- and home-related

issues with other parents.to share theirexperiences &

knowledge

to share product reviews

to get reassurance and advice

to vent andcommiserate

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Online communities worldwide are an immense resource to discover parents’

wishes, needs and emotions

as a basis for

innovation in products & services.

© 2014 HYVE AG. All rights reserved.

An unbelievable percentage of

91.9% moms use the internet

daily. © 2014 HYVE AG. All rights reserved.

Almost

62% of US moms post about

brands on social media sites.

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And around

58% regard the internet as

essential to their lives.

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US mothers spend about

2.5 hours on the internet

daily.© 2014 HYVE AG. All rights reserved.

1 in 3 bloggers are moms. © 2014 HYVE AG. All rights reserved.

New parents spend approximately

6200 $ on baby-related

goods & services

during the first year.

© 2014 HYVE AG. All rights reserved.

Young parents today are

Generation Yers

(*1980-1995)

who highly differ in their

tastes, needs and parenting style

to previous Generations© 2014 HYVE AG. All rights reserved.hts reserv

They have

high demands regarding functionality, comfort &

sophistication and they are

willing to pay for it.

© 2014 HYVE AG. All rights reserved.

Gen Y parents depend mostly on their mothers for parental advice.

But after people in their lives,

online resources account for 71%

of their first- and second- most important influencers.

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Therefore, their interest in

toys, food, clothes &

gadgets has also increased.

Fathers are becoming more involved

and active.

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What is the cultural difference between French and Mexican mothers?

What is important to them when they’re buying a car seat or a stroller?

How do they teach their children about brushing their teeth?

Which products do they use in the first few weeks?

How do parents feel about changing diapers?

What would make parents’ lives easier?

How do their kids react to new food?

How do they feel about a certain toy?

You have

unanswered questions about parents’ needs & behaviors?

© 2014 HYVE AG. All rights reserved.

a wide variety of countries have

huge online communities for parents.

© 2014 HYVE AG. All rights reserved.

We

can tell you what they

are discussing.

© 2014 HYVE AG. All rights reserved.© 2014 HYVE AG. All rights reserved.

Social Media have become an integral part of parents’ lives.

HYVE offers two social media-based consumer research methods to harness the vast amount of consumer-generated content:

Netnography: • qualitative & unobtrusive ethnographic research • derivation of consumer insights• transfer into initial product solutions

Social Media Mining• large-scaled screening of product, topic & brand related consumer statements• advanced computer linguistic algorithms• overview & understanding of patterns, sentiments & hot topics

© 2014 HYVE AG. All rights reserved.

www.hyveresearch.net

Sources:http://www.factbrowser.com/facts/13434/

http://www.factbrowser.com/facts/13433/

http://www.factbrowser.com/facts/13432/

http://www.factbrowser.com/facts/7640/

http://www.factbrowser.com/facts/5967/

http://www.factbrowser.com/facts/13430/

http://www.babyshopmagazine.com/articles/retailer-to-retailer/changes-trends-in-baby-product-marketplace.htm

http://designtaxi.com/news/363791/Infographic-What-Are-Millennials-Like-As-Parents/

© 2014 HYVE AG. All rights reserved.