Parents and Babies

Parents and Babies

About the project


United Kingdom


- Online Focus Groups

- 7 day online diary tasks

The Challenge

One for the amazing mums and dads in the UK, GuineaPig worked closely with a well known baby wellbeing brand with the goal to understand what it means to take care of children– what parents are trying to accomplish and how it makes them feel.  

Target Groups

12 parents

  • 1-3 males and 9-11 females
  • Between 21 to 45 years old 
  • Minimum 2 from Ethnic backgrounds
  • Good mix of locations
  • Mix of first time and second time mothers & fathers with kids 0-6 months, 6-12 months, 12-18 months, 2-3 years old.
  • Some pregnant too
  • Recruit 4-9 respondents with only one child
  • Recruit 4-8 respondents with 2+ children


The Results

Bringing the joy of parenthood to the research space, this was a wonderful campaign with all participants actively engaging and sharing what it means to be a parent. 

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