back icon Back to case studies

Gauging consumers reactions to a new diapers concept

Quantitative research
Video based open-ends
Agile Qualitative Research
Share with others


The diaper market is a highly competitive and lucrative industry, with billions of dollars in annual revenue. Parents are constantly looking for high-quality, affordable diapers that provide comfort, protection, and convenience for their babies.

Manufacturers are continuously innovating and introducing new products to meet the changing needs and preferences of parents. A baby products manufacturer approached us to help them understand parents’ reactions to a new line of diapers.

Research Objective

The primary objective of the study was to test the viability of the new diapers concept and gather feedback from parents to improve the product's design and features.


We conducted a concept test with parents with infants aged 0-12 months. The test involved introducing the new diapers concept and gathering feedback on its design, features, and potential for purchase.

We presented the concept to parents using a combination of written and visual materials, including a product description and images of the product explaining the features and benefits.

The survey was conducted using Enumerate AI’s proprietary mechanism wherein open-ends are captured through audio / video. The respondents were asked a series of questions about their opinion on the product's design, features, and potential to purchase.


Our concept test revealed that the new diapers concept was well-received by parents, with 85% expressing a strong interest in purchasing the product. The key features that were most appealing to parents included the product's softness, absorbency, and hypoallergenic properties.

Respondents also provided feedback on the product's design, with many suggesting improvements in the product's fit and size. Parents also suggested additional features such as wetness indicators and a better seal around the legs to prevent leaks.

Further insights were garnered into the product's potential market, with many expressing a willingness to pay a premium price for the product's high-quality features and benefits

Our interviews with the survey respondents revealed that app usage was influenced by convenience, personal preferences, and peer recommendations. Many respondents reported that they used apps to stay connected with their friends and family, stay informed about news and events, and for entertainment purposes.

Highlights / Excerpt from the research


What do you like most about the concept?


The survey asked respondents about what they liked most about the concept. The responses varied, but some common themes emerged. Many respondents liked the idea of the diaper staying in place and not rolling or bunching up, which can be uncomfortable for the baby. Others appreciated the fact that the diaper prevented leakage and kept the baby dry, which in turn helped them sleep better. Some respondents liked the softness and comfort of the diaper, while others appreciated the fact that it came in a pant style. A few respondents mentioned the colors and name of the product, although one respondent did not like the name. Overall, the concept seemed to be well-received by the respondents.

Overall Themes (Associated sentiments)

Sleeping Comfort 29%
Comfort 21%
Concept 21%
Diaper Quality 14%
Irritation 7%
Success 7%
Leakage Protection 7%
Pant Style 7%

“Given in terms of prioritisation order”


I like how it would have fit around the baby's tummy and it won't roll and make the baby uncomfortable during the night and it will stay in place until morning. That's something that I found that most diapers do like, even the expensive diapers like hoodies and love, they tend to roll and they tend to ball up and bunch up making it uncomfortable for the baby and then leaving like a red mark around the baby's waist which can irritate them throughout the day all day long. So yes, I think the concept is pretty cool and I think it will be successful especially if it's designed to stay put during the night while the baby sleeps.

Diaper Quality

I like most about the product that is represented here, the concept of its nuggly fitting around the tummy and the back to prevent leaks so that the child may sleep more soundly at night, and the fact that it also comes in a pant style.

Leakage Protection
Pant Style
Sleeping Comfort
Positive Sentiment
Negative Sentiment
Neutral Sentiment
Ready to get started?
The fastest and simplest way to generate growing business solutions with our products
background dot