We helped future-proof and strengthen NCT's existing services, modernising them to recognise changes in demographics, communication and lifestyle.
NCT have an ambition of supporting all parents across the first 1000 days of the parent journey. As part of their new strategy, they wanted to future-proof and strengthen their existing services, modernising them to recognise changes in demographics, communication and lifestyle. NCT wanted to identify primary and future audiences and understand their unmet needs through the first 1000 days.
We worked with the Executive Board to create key lines of enquiry that helped frame the subsequent insight exploration with both parents and NCT practitioners across the country.
We conducted over 60 in-home interviews with parents, exploring their evolving needs across the parenting journey and hosted focus groups across the 4 nations.
The key deliverable was a strategic insight report which provided a solid foundation of primary parent insight for NCT’s strategy development and their portfolio review, highlighting gaps and opportunities for new products.
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