How we conduct our research

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.

Testing sessions are conducted across Ireland in locations that are specifically selected to be spacious, well lit and has permitted access to test specific products outside.

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Sample size of 70 - 100 parents

Each product is tested by a minimum of 70 parents.

The questionnaire

The questionnaire includes trial, awareness, previous purchase and frequency, as well as other identified metrics.

A diverse expert panel

The final component of the test involves surveying 20 experts from a broad range of areas relating to parenting and child well-being and from other fields including product design and healthcare.