August 20, 2020

Mum celebrity brand spokesperson talking on stage

Market Research uncovers all the growth opportunities for brands that speak to Mums.

One of the most efficient initiatives that brands are undertaking during this turbulent time, is market research. Market Research uncovers everything a brand needs to know about the customer and the real market opportunities to thrive. And today in 2020, being customer centric is more important than ever, because Mums shopping habits are notably changing.

Why is market research more relevant now?

Companies undertaking market research recognise they have more unknowns to deal with. They can’t afford to make costly assumptions and need to know exactly what is motivating their customers to buy. That way, brands get the all the insight they need to be able to make business decision to impact their success.

How Medela Australia prepared the brand for growth

Medela Australia is an example of such a brand that recently chose Mumpower to conduct in-depth market research. They were able to discover how consumers shop for breast pumps and the role of Medela Australia. As part of this, Mumpower worked closely with our internal Mumpower Research Panel of thousands of Mums to uncover insights.

Similar to all research assignments undertaken recently for brands across many sectors, i.e FMCG, retail, consumer goods, home products, food, skincare, numerous baby products, and the like, Mumpower delivered a revealing deep dive into the following 4 important areas:

  1. Key industry and product specific insights from the exact target market
  2. Exploration of usage and attitudes around product and the competitive landscape
  3. Brand perception and brand/product feedback, plus NPS scores
  4. Mumpower also shared laser targeted strategies for the brand to drive growth moving forward.

Results

The research has ensured Medela Australia is now in a more favourable position to pursue further growth and delivered:

  • All new insight, clarity and confidence on the customer and the opportunities
  • An evaluation tool to ensure future marketing investments delivered ROI
  • A superior benchmark for the brand research standards in other countries

Medela Australia now has a full understanding about Mums buying behaviour, brand perception, product preferences, as well as a comprehensive overview of the competitive landscape. Now, Medela Australia is better placed to power forward and build strong relationships with Mums today.

This is what Medela Australia had to say about their experience with Mumpower.

“You’ve certainly delivered more than expected. There’s no point in doing research and uncovering everything that we already know. This research is uncovering what we don’t know and how we can improve. And you’ve certainly given us that. It was outstanding.”

This is not the first time Mumpower has supported Medela Australia. Mumpower has been delivering results for over 5 years. Read more about the long term brand partnership here.