Sensory ScienceMarket Research
Industry: Baby Care
Client: Medical Professional
The Challenge
Our client developed a first-of-its-kind smart machine that automates baby bottle cleaning, sterilization, and drying. Going beyond conventional sterilizers, this advanced device features an integrated app that dispenses formula milk at the desired time and quantity, and tracks the baby's milk consumption.
However, being a pioneering innovation in India, the client was concerned about consumer acceptance and pricing sensitivity. The key question: Would parents embrace this premium solution, and what price points would they be willing to pay?
Our Approach
We designed a two-step research methodology:
Qualitative In-Depth Interviews (IDIs): Conducted in Chennai and Bangalore to understand current bottle-cleaning practices, sterilization methods, and the role of existing steam-based sterilizers.
Quantitative Study: A large-scale survey across 11 Tier 1, 2, and 3 cities, covering 300 respondents to gauge consumer sentiment across different demographics.
Key Insights & Impact
- High Consumer Interest: The innovative concept was well-received, with strong appeal among urban parents looking for convenience.
- Price Sensitivity: The premium pricing was a hurdle, prompting the need for alternative business models.
- Flexible Business Models: Exploring rental options, subscription plans, or a refundable deposit scheme could encourage adoption without a high upfront cost.
Outcome
By leveraging these insights, the client refined their market approach, considering alternative pricing structures to make the product more accessible. The study not only validated the product's appeal but also unlocked new opportunities for customer acquisition and long-term business sustainability.
Helping Innovators Understand Their Market—One Insight at a Time.