Future Care (FC) needs to research consumers behaviour and motivation for purchasing a smart connected infant monitoring device - Whether and When to Worry!

The students / teams can build on previous research carried out in the UK. We are keen to have this research applied to different markets, personas, unique motivations indicative of their country's culture, ethnicity, access to health and wellness resources, socio-economic factors and including LGBT groups who are parenting. This will help FC to create marketing personas, develop narratives, and differentiate itself from what is currently available on the retail B2C baby monitor market.

We understand that this is a big topic. So, we are happy to collaborate and led by the course specialist in establishing manageable bit size chunks of this bigger picture. We will work with a university and their suggestion for a research programme that is in keeping with their university's course's remit, student's capabilities, resources and time constraints.

Certainly, due to COVID and the changing nature of the retail market, B2C communications needs a better understanding of 'niche' motivations, expressed by each group and the niche online services/channels to reach out to these groups, make purchasing decisions and purchases.

Another aspect of this behaviour and market/marketing research is what is the consumer’s understanding between what FC is offering and how FC’s B2C infant wearable product ‘Puffin™’ is perceived compared to its competitors?

In short, we need to build-on / challenge what we currently understand across consumer behaviours and seek to validate the value proposition/purchasing ‘triggers’ according to each of our target market personas:

A. FIRST TIME PARENTS/partnerships

B. SINGLE PARENTS (male & female)

C. GRANDPARENTS

D. LGBT parents

E. B2B e.g. Nannies, Nursery owners, Mother & Toddler play group owners, Foster parents, Adoption agencies

We also need to understand the ‘pushback’ – why do parents NOT want to purchase such a device, yet they will spend more than £00’s on designer baby products, branded goods and elaborate buggies and infant car seats.

Full 1+hr meet and greet virtual meeting followed by a week 30mins group mentoring session or as and when needed