The challenge
An infant-nutrition brand needed to move from depth to scale among mothers of toddlers in five markets, recruiting five distinct formula-usage groups. Precise group definitions and a set brand-user balance made multi-market recruitment the central task. The client moderated the qualitative phase.
Our approach
We screened mothers into exact usage groups, scheduled the qualitative stage and then scaled up the survey.
- Screened mothers into five exact formula-usage definitions
- Recruited and scheduled 60-minute interviews for client moderation
- Scaled the 20-minute survey to 500 respondents per market
- Held the brand-user balance and confirmed incidence throughout
The results
- Qualitative interviews shaped a survey built to validate at scale
- Exact screening kept five usage groups clean
- Five markets ran on a single timeline
Client project. Client details are anonymised.
