How can Dorel understand the future of strollers & car seats in the urban mobility context?

12 families

5 experts

2countries: Germany, UK

"Our research objective was to build a 5-year consumer-centric innovation roadmap that tapped into new opportunity areas for our business and future consumers. intO’s team did a great job - from scoping the project, to building a very strong methodology, and managing our internal stakeholders throughout. The final deliverables with the roadmap were of excellent quality and, thanks to this project, we are now in a strong position to move forward with our strategy."

Aurelie Pfister (Consumer & Markets Insights Manager (Europe), Dorel Juvenile)

Methods
  • Progressive user interviews
  • Expert interviews
  • Trends analysis
  • Forecasting
  • Collaborative workshops
  • Qualitative validation
  • Roadmapping
The Opportunity

Dorel Juvenile is a global leader in the production of high-quality juvenile products, including the Maxi-Cosi brand. Urban mobility behaviours are changing quickly; new technologies, government regulations, socio-economic factors and environmental concerns all play a role. Conversely, the underlying needs, priorities and mindsets of parents on-the-move with infants are relatively slow to change. To create innovation roadmaps for products that have long development periods, Dorel must overlay these needs with insight into how they might change.

Our Approach

Our research with progressive families and experts in Germany and the UK focused on gaining a refreshed understanding of the needs, preferences, expectations, pain points and compromises of urban parents with infants/toddlers, as well as investigating and assessing the most important shifts in urban mobility that will affect these mindsets in the future. In-depth participant interviews sought to understand interactions, motivations and concerns with modes of family transport beyond strollers and car seats. These insights, together with input from experts, were developed into a ‘New Mobility Context Report’, which formed the basis of our stakeholder workshops. We designed the workshop sessions and moderated them remotely, before synthesising the outputs, validating them with qualitative testing, and building them into a robust innovation roadmap. 

Business Impact

intO’s research has allowed for the development of innovation roadmaps that extend beyond the typical development period 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.

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