Aquaroo

discovery

What They Needed 

The founders of Aquaroo had a need for an aquatic baby carrier, so they invented one. After clearing all the regulatory hurdles inherent in baby products, they realized it had been at least two years since their initial strategy, messaging, and discovery project. Fearing unknown changes in the market with the launch of the product quickly approaching, they came to us for insights into their market. 

What We Did 

With a fairly specific target market, millennial parents with more than one child in their household, I chose to focus my research more on their lifestyle choices and preferences than their opinions on baby products. The research showed that millennial fathers are as active in child-rearing as mothers, and both parents choose brands that embrace inclusivity. Like their cohorts, millennial parents also buy brands that are associated with causes.

The Outcome

Aquaroo is refocusing its messaging to be more inclusive, and are discussing ways they can align one of their causes with their brand.