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Our Work

Parenting Insights

Client

NCT

Project

We helped future-proof and strengthen NCT's existing services, modernising them to recognise changes in demographics, communication and lifestyle.

The challenge

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.

The solution

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.

NCT
NCT

The impact

  • Research with 150 parents
  • Engaged with over 50 NCT Practitioners
  • Excellent feedback from CEO and Exec team

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All we need from you is a desire to change something or do something – you don't even need to be sure of what – and we'll help you do the rest.