Research Process
This project started with desk research on mastitis, births, and breastfeeding in Portugal. Also, an extensive investigation of the target group, the market, and competitors was conducted in the form of quantitative and qualitative interviews, observations, shadowing, and a probe kit.
quantitative interviews
A sample of 50 mothers aged 18 to 35 answered questions regarding nursing bras, information finding, and connectivity. The objective of these interviews was to get a broader range of answers from people of various backgrounds in a more informal setting, in order to then compare them with the qualitative in-depth interviews in order to find patterns, similarities, or differences. Thus, it allowed drawing some enlightening patterns regarding: shopping behavior, decision drivers, advantages and disadvantages of the available options; as well as what information they look for and where, if they find it or not, and what is missing; and regarding connectivity, on how do they leverage from being always connected, and how do they communicate with their favorite brands.
qualitative interview with a gynaecologist
After the interview with Dr. Teresa it is accurate to conclude that when it comes to doctor consultancy for medical advice, women hardly ever diverge from questions related to the pregnancy process. Mothers and future mothers are more concerned about their babies and want to know if everything is going well and what they can do to keep it that way. Regarding advice on nursing bras shopping, Dr. Teresa merely recommends something practical, and functional which provides comfort, support, and ease, instead of recommending specific brands. Nevertheless, Dr. Teresa does not instantly associate health issues with the use of an inappropriate nursing bra. However, she does not deny that the lack of appropriate breast support might cause back pain, that skin contact with synthetic fabrics might contribute to sore and wounded nipples and that the tightness of the bra or a bra’s underwire can block milk flow and lead to mastitis. This allows concluding that wearing an incorrectly fitted maternity or normal bra during pregnancy may cause severe health issues.
qualitative interviews with shop assistents
After the interviews with several shop assistants from different retailers (Primark, H&M, Oysho, Women’s Secret, C&A, PreNatal, and Triumph) it is accurate to conclude that there are quite a few (from 5 to more than 10) women shopping for nursing bras every day. Even though they go shopping for several maternity clothing products, the one they’re struggling to find is a suitable nursing bra. In addition, according to all the respondents except for one, the customers always try the piece of clothing before buying. A big percentage of shop assistants claim that women recognize a big change in their bodies during the pregnancy period and, for that exact reason, they find it mandatory to try whatever they’re planning to buy before doing it. Almost all customers are happy with what they find, and they end up taking a nursing bra home. However, there are several complaints related to the lack of specific sizes, and a wish for more natural materials and for a wider choice in terms of models, fabrics, colors, lace... When it comes to breastfeeding and pregnancy-related questions, women usually save them for somebody else other than shop assistants. Nevertheless, customers usually ask questions related to the products their planning to buy.
observations and shadowing
While visiting the different stores in order to interview shop assistants, it was a great opportunity to analyse how mothers and soon to be mothers did their shopping and, in some cases, asking questions regarding their choices and what they were looking for exactly. These observations and questions were noted down for a period of 5 hours inside the 7 different shops, in which 4 different women were shopping for nursing bras. The shopping behaviour of these 4 women has some common points combined with other more personal concerns. The first mother to observe was Marta, a nurse on maternity leave, who was shopping for nursing bras while carrying her baby in a stroller. Marta had been looking for the perfect bra for quite a while. Due to her sensitive skin, her main concern is that the bra is 100% cotton so that it doesn’t cause any rash or other undesirable reaction. On the other hand, Joana, who is a pregnant product designer, was fairly disappointed with Triumph’s only available model, claiming it even looked like a “granny’s bra”. As Joana said, she did not buy the bra because she doesn’t need it desperately, but she might end up buying it since she is unable to find other options for her breast size. Lastly, two friends were spotted shopping at Primark. Nadia and Marina, an economist and a store manager respectively. These two friends were casually browsing around Primark’s maternity section together, looking both at outwear clothing, pyjamas and underwear. However, their main focus was nursing bras, and they confessed to be struggling to find Marina’s size, and that she was the only one shopping for nursing bras, because Nadia was fairly happy with the one she had. What all these 4 women had in common was that they all wished for a specialist’s help to be sure about what was the best fit for them.
probe kit
The main goal of the probe kit was not only to find out about the target audience’s favorite models and respective colors, depending on the time of the day and use but also to know the associated feelings to these pieces of underwear. The probe kit was delivered in hand and was answered by 5 different women within the selected age group of 18 to 35. The probe kit allows getting to know the users a bit more personally since they go through it in the comfort of their own homes. On one hand, this method was extremely helpful when defining the target group’s values, interests and personality. It is accurate to conclude that women share the value of comfort, followed by the importance of wellbeing and health. These women proved to be passionate, transparent about what they felt, modern, spontaneous and high-energy, seeking practicality together with sensuality. On the other hand, this method was an essential tool for establishing a favorable set of models that mothers picture themselves wearing, depending on the situation or time of the day. This information would only be used further on in the process, perhaps when selecting the set of bras to produce.
The main goal of the probe kit was not only to find out about the target audience’s favorite models and respective colors, depending on the time of the day and use but also to know the associated feelings to these pieces of underwear. The probe kit was delivered in hand and was answered by 5 different women within the selected age group of 18 to 35. The probe kit allows getting to know the users a bit more personally since they go through it in the comfort of their own homes. On one hand, this method was extremely helpful when defining the target group’s values, interests and personality. It is accurate to conclude that women share the value of comfort, followed by the importance of wellbeing and health. These women proved to be passionate, transparent about what they felt, modern, spontaneous and high-energy, seeking practicality together with sensuality. On the other hand, this method was an essential tool for establishing a favorable set of models that mothers picture themselves wearing, depending on the situation or time of the day. This information would only be used further on in the process, perhaps when selecting the set of bras to produce.
Analysis Process
A few theories and methods were applied in order to best analyze the collected data: an Empathy Map and User Persona for the target audience; a Market Definition Model, the Consumer Trend Canvas, a Competition Audit, a Brand Perceptual Map, and a Sweet Spot Analysis for analyzing the market and the competitors; and lastly, in order to define the brand, the Business Model Canvas and the Value Proposition Canvas were applied, Johnson’s Six Questions were answered and mood boards for visual and communication direction were developed.
empathy map
An Empathy Map was drawn in order to better visualize and categorize the findings on the chosen segment so that it is easier to understand the target group’s experience regarding nursing bras as seen from their own perspective. This map was drawn using data from the qualitative and quantitative interviews, observations, and shadowing together with the probe kit.
Gray, D. (2018) / Empathy Map - Gamestorming
target audience visualisation and user persona
The User Persona is a great tool to narrow down and better visualize the target audience, it allows the characterization of the target group to be more in-depth than the traditional demographic segmentation. In order to develop a valuable solution, it was mandatory to seek emotional and behavioral aspects that will lead to a real understanding of who Grow is targeting. The persona’s profile was developed using data from the qualitative and quantitative interviews, observations, and shadowing together with the probe kit.
trend canvas
The Consumer Trend Canvas is an easy-to-follow framework that helps to unpack and understand consumer trends and, consequently, to find successful consumer-facing innovations. There were selected three relevant trends for the maternity clothing and underwear market: connected consumers, mindful consumerism, and experience more. The previously listed trends were carefully submitted to the trend canvas.
TrendWatching. (2018) / CONSUMER TREND CANVAS
Connected Consumers; Ethical Consumer: Mindful Consumerism; Experience More (2017) / Euromonitor International
market definition model
The Market Definition Model is a method to determine a company or a product’s core market. In this specific case, it was extremely helpful to define in which market Grow would be competing.
perceptual map
The Brand Perceptual Map was a great tool to analyze the present perception of the existing competitors and guide the future strategic position of Grow. This method was applied using data from interviews, observations, and shadowing, as well as field research.
Johnson, M. (2016) / Branding in five and a half steps
sweet spot
The Sweet Spot Analysis prevents several failure scenarios from happening, scenarios such as offering a product that consumers do not need, or competitors easily offering better solutions. This method was an essential tool to address these threats, find the strategic sweet spot that will protect Grow against failure, as well as test hypotheses regarding market acceptance.
J. Collis, D. and G. Rukstad, M. (2008) / Can You Say What Your Strategy Is?
competitors audit
Back then in Portugal, there were three types of brand branches that offer nursing bras. On one side of the spectrum, there are the large retailers, which have their own maternity line; on the other side there are the luxury lingerie and underwear brands, with fewer selling points and some are only available online. And last but not the least, the third party of competitors is represented by international brands which are only available online. A selection of brands that take part in the previously described sectors was carefully submitted to a Competition Audit, in order to better define the challenge that Grow was facing. These audits were conducted with information gathered both through desk and field research.
Johnson, M. (2016) / Branding in five and a half steps
business model canvas
Any organization like Grow can describe its Business Model Canvas within nine different segments, and these are - the customer segments; the value proposition segment; the channels that will allow reaching customers; customer relationships to establish; the revenue stream the brand will generate; the key resources and key activities the brand requires to create value; the key partners; and the cost structure of the business model. Once mapping these sectors out on the canvas, it is possible to describe, design, challenge, and pivot Grow’s business model.
Strategyzer.com. (2018) / Business Model Canvas
value proposition canvas
Once the Business Model Canvas was used as a tool to define Grow’s structure, it made perfect sense to use the Value Proposition Canvas as it works in conjunction with the previous method as strategic management and execution tools and processes. The Value Proposition Canvas was an essential tool in order to visualize, design, and test the value created for Grow’s customers.
Strategyzer.com. (2018) / Value Proposition Canvas
