Project Description

Case Study:
Heinz Baby Basics

Market Research: Brand Growth Stimulator

Did you know that market research delivers more customers? Discover extraordinary results possible when you invest in understanding what your customer wants and her steps to purchase. Our Market Research clients, including this example below, are successfully connecting with today’s consumers.

The problem:

Our client Heinz Baby Basics (Baby category, feeding products) had a distinct and relatable marketing concern. The sales of their 27-year old brand were declining, and they wanted to validate their assumptions as to the reasons why.

Action Plan

Mumpower used the 360-degree research testing protocol via Quantitative and Qualitative Analysis to assess why mums were not buying their product and also recommend a future action plan to strategically turn the brand around to positively impact sales.

Some highlights of the research established:

  • This generation of Mums had very different shopping habits for this product type
  • The branding was now deemed undesirable
  • The brand message was not relevant

We recommended the Brand:

  • Pursue a sales strategy with a new retail channel (pharmacy)
  • Embark on rebrand
  • Craft relatable brand message that appealed to the this generation


As a result of the research, recommendation and strategy, the brand achieved:

• Faster sales: Sold in the new look brand to all major retailers
• Market expansion: A NEW retail partner, a massive pharmacy chain, increasing revenue

“The research was the backbone of all the decisions that we’ve made. It’s given us a new lease on life. It’s allowed us to take a mature product, in a mature industry and space and given us an opportunity to refresh and revitalize. The beauty of doing the extensive research, is it puts the decision making back into the hands of the target consumer. We feel confident the product will be successful.” Brand spokesperson

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