How will Maxi-Cosi ensure that its products and communications are relevant for new parents in diverse cultures, now and in five years’ time?

65 mums

4countries: Brazil, China, Japan, South Korea

"As we can’t possibly have a research team for every region, intO has quickly become integral to our research and innovation. They have flagged nuances, connotations and opportunities in a way we never previously could."

Emma Bellamy (Market intelligence specialist)

Methods
  • Communication strategy
  • Cultural immersion
  • Immersive approach
  • New product development
  • Mobile ethnography
  • Opportunity mapping
The Opportunity

Dorel Juvenile is a global leader in the production of high-quality juvenile products, including the Maxi-Cosi & Quinny brands. intO has a long relationship with Dorel Juvenile. As their research partner, we help the business to develop future-facing, award-winning products.

Our Approach

intO’s detailed focus upon people’s behaviours in-context identifies opportunities, as well as barriers, for strategic communications and pathways into key markets. Our mobile ethnography, together with cultural and socio-economic analysis, reveals continuously emerging shared values amongst new parents in Asia and South America, and distils insights that reveal how they will influence the future of children’s mobility products.

Business Impact

intO’s research facilitates the development of innovation roadmaps that extend beyond the typical timeline of three to five years. Our ongoing work with Dorel allows the business to unlock more award-winning, impactful product innovations that have optimal relevance over time. Dorel’s brands are consequently enjoying a steady market share increase across Asia and South America.

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