Kruidvat
Washable Nappies Successfully Launched with IHUT for Retail.
Case information
Every new product launch aims for success. Thorough testing before the final launch helps to secure that success. For Kruidvat, we investigated how parents and their young children experienced (a prototype of) new reusable nappies. Based on feedback from the in-home use test (IHUT), a realistic usage test, the final touches were put on this new product. The results were shared in an online research community.
The Question
How to ensure success when launching new washable nappies?
For every new product launch, Kruidvat aims for success. For the introduction of new washable nappies, thorough testing was therefore essential. Through an in-home use test (IHUT) among parents and their young children, we gained insight into their experiences with a prototype. What were the crucial lessons to ensure these washable nappies perfectly matched user preferences?
The approach
How to capture valuable feedback for a new product?
We sent a prototype of the new reusable nappies, along with instructions, to 59 parents. For 2 weeks, we asked parents who already had experience with reusable nappies from other brands, as well as those without, to try the nappies and share their experiences on an online community. On this platform, they could share their experiences with Blauw researchers and with each other in the form of a diary with videos, photos, and reports.
The parents saw each other’s reactions and were able to respond to one another, which they did: they engaged in discussions, asked each other questions, and exchanged tips. This provided us with many insights into the ease of putting them on, the fit, and comfort. But also regarding user-friendliness and interest in the product. And the Kruidvat project team could follow along!
The solution
Qualitative insights from test products.
Every study has its own challenges, and an in-home use test is no different. In an IHUT, you distribute test products to the target group on a large scale. It is important to have motivated participants who can offer qualitative insights. You need to be sure that people will actually use the test product. Blauw’s experienced moderators ensure that participants feel encouraged to engage with each other. Additionally, our community has many loyal and reliable members, whom we are certain will participate.
“We gained valuable, instructive insights that helped us develop our new product in the best possible way.”
Product Manager
<span data-metadata=""><span data-buffer="">The result
Green light for the retail shelf.
In total, we collected feedback and input from 59 parents. Users found the prototype to be a very good product, and also provided some final points for improvement (regarding absorbency and fit, for example). Other hidden needs also became clear for Kruidvat, for instance, concerning clear instructions and the desire to share tips with other users. And, unexpectedly, we also tested some new designs. Because an online community is a very flexible method. Thanks to these insights, Kruidvat could confidently launch its new reusable nappies!
Consequence of the Result
How the insight led to action.
Optimise absorption capacity.
Feedback on absorption capacity enabled technical improvements to the washable nappies, increasing user satisfaction.
Improve fit and design.
Based on direct input from parents, the fit was refined, resulting in more comfortable and effective washable nappies for children.
Develop clear user instructions.
The need for clear instructions led to better guides, allowing new users to get started with the washable nappies more quickly and easily.
Facilitate tips and user exchange.
Kruidvat recognised parents’ desire to share experiences and tips, which can lead to community support around the product, thus strengthening customer loyalty.
Related cases.
Odido
Alpine
What is an in-home use test (IHUT)?
An in-home use test is a method where potential customers use a prototype or new product at home in their natural environment. This provides realistic feedback on ease of use, fit, and comfort, which is essential for product improvement before launch.
How did the online community help test reusable nappies?
The online community enabled 59 parents to share their experiences with Kruidvat’s washable nappies through diaries, photos, and videos. They could also interact with each other and researchers, sharing questions and tips, giving Kruidvat in-depth insights into usability and hidden needs.
What role does an IHUT play in product development?
An IHUT is crucial for fine-tuning a product before it goes to market. By intensively testing prototypes with the target group, you uncover final improvement points and unexpected needs. This ensures the final product optimally meets user requirements, significantly increasing the chance of success.
Keep innovating!
Product Development research gives you the necessary input from creation to a successful launch.
