Rahul Asthana
Feb 22, 2017

Listening to mothers

Social listening is giving Kimberly-Clark a better understanding of the rewards and anxieties of motherhood, explains Rahul Asthana.

Rahul Asthana

More of the world’s babies are born in APAC than any other region in the world. That makes it a highly competitive place for baby and childcare brands such as Huggies.

To succeed, we need to be distinct and even a little bit polarising if we are to appeal to an audience of mums who are mostly millennials and very digitally savvy.

While traditional research tools such as home visits or going...

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