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Quinny Mobilizing Urban Parents around the World

Aug 08, 2014 Liesbeth Dambre

Curious about what your contribution to our research studies can result in? This is just one example...

Dorel, the company behind the well-known stroller brands Quinny and Maxi-Cosi wanted to learn more about the needs of today’s ‘Urban Parent’.  This concept unifies all parents from different cities all over the world, from New York and Berlin to Tokyo and Seoul. Urban Parents are used to the city life and cannot imagine living outside the city. However when they become parents, they need to rediscover the city all over again. The purpose of this research project was to connect the Quinny team to these urban parents, in order to learn about their needs and create new Quinny projects adapted to what they want.

Together with Future Talkers, InSites Consulting conducted a 3-week global online community with 120 urban parents from 7 big cities around the world (London, Berlin, Seoul, Tokyo, Kuala Lumpur, Sao Paulo and New York). Via this community, the Quinny team learned about the daily struggles of urban parents, and the creative solutions they come up with themselves. It resulted in many interesting insights, which were the basis for new innovation at Quinny. One example of what our research resulted in is the creation of the ‘Longboard Stroller’. Check out this website to learn all about this new product.

It is great to see what is done with our research results by our clients!