Millward Brown undertakes the research on behalf of Zahra Media Group for the National Parenting Products Awards through a quantitative product test. This is conducted by surveying a representative sample of parents about their opinions on specific products.
However, it is not just about developing a simple scoring system. The NPPA’s ambition is to deliver a clear and consumer-grounded evaluation that puts product experience at the heart of the research approach. We test the performance of these products in a live test environment where respondents are given time to touch, feel, look and use products and then give their opinions on the products’ performance against selected metrics.
Live testing sessions are conducted in Dublin that are specifically selected to be spacious, well lit and has permitted access to test specific products outside.
Testing will also take place via an online survey to ensure that more people can be part of the research from the comfort of their homes.
This year the approach will be broken into two parts:
Testing of all hardware items such as prams, travel systems, cots, ar seats and new products launched this year will be tested in a quantitative hall test.
Performance of these products will be tested in a live environment where respondents will be given time to touch, feel and observe demonstrations of the products. They will then give their opinions on the products performance against selected metrics.
Each variant in a category is tested in a sequential monadic approach which means the respondent rates the first variant on a series of attributes before moving to the next variant. The order of testing variants is strictly controlled to neutralise order of testing for greater confidence and control of test.
Testing of non hardware parenting and baby products will be conducted online.
In order to qualify to test these items consumers must have had prior experience of the Category.
Testing will be sequential monadic and variants will be visually depicted with pack shots showing product information including price point and quantity.
Each product is tested by a minimum of 70 parents.
The questionnaire includes trial, awareness, previous purchase and frequency, as well as other identified metrics.
The final component of the test involves surveying experts from a broad range of areas relating to parenting and child well-being and from other fields including product design and healthcare.