Eagle Owl - Consumer Needs Research for Baby and Infant Products
Case Details
Company Profile Ningbo Eagle Owl Baby and Infant Products Co., Ltd. is a premium brand specializing in child safety seats and baby strollers, integrating R&D, production, sales, and after-sales service. Its brand 'Eagle Owl' holds a high market share in the premium child safety seat segment, with its products gaining trust among families for their outstanding safety performance and human-centered design. Currently, the company has established a sales network combining online platforms with offline specialty stores across major cities nationwide, actively expanding its omnichannel presence.
Research background
As parenting philosophies evolve and generational shifts in consumer habits take place, the baby and infant product market is increasingly becoming more segmented and diverse. Eagle Owl aims to deeply understand changes in consumer needs and purchasing behaviors, anticipate market trends, and identify user pain points in order to provide strategic support for product development, functional innovation, and targeted marketing in the coming year—further solidifying its leadership position in the premium segment.
Research scope
In December 2020, CEIDEA Research was commissioned by Ningbo Eagle Owl Baby and Infant Products Co., Ltd. to conduct a comprehensive study combining online questionnaires and face-to-face interviews at physical retail stores, targeting both current and potential users. The research covered consumers' usage behaviors, purchasing pathways, key considerations, product improvement suggestions, and service expectations for child safety seats and strollers, with particular focus on shifts in parenting philosophies and evolving channel preferences. The study aims to comprehensively track emerging pain points and demand upgrades.
Expected outcomes
This research will help Eagle Owl clearly identify core consumer needs and preferences for child safety seats and strollers, evaluate the market alignment of its current product line, uncover potential innovation directions, and provide data-driven support for new product development. Additionally, by analyzing user behavior patterns and media touchpoint characteristics, the research will optimize the brand's market positioning and communication strategies, enabling more effective targeted marketing and enhancing brand competitiveness and customer satisfaction.
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