Research Topic

Understanding usage of personal care products for infants and toddlers at home.

Research Locations

• United States.
• There are no regional quotas but assume the survey requires a good geographical spread of respondents.

Target Respondents

• Mothers aged 25–40 years.
• Must have an infant aged 0–3 years.
• Minimum annual household income of US$ 50K.
• Regular consumers of Cetaphil brand products.
• Must be purchase decision makers for kids’ personal care items at home.
• Must be users of baby body lotion and baby wash & shampoo.
• Users of at least one of the following: Cetaphil Baby Calendula Wash & Shampoo and/or Cetaphil Calendula Daily Lotion.

Research Methodology

• iHUT involving an initial online recruitment/profiling questionnaire (5 minutes), followed by two online usage evaluation questionnaires lasting around 20 minutes each. Total expected commitment from a respondent to the survey is therefore 45 minutes over three separate sessions.
• The client is responsible for the distribution of samples to the households.
• Respondents must commit to completing all three online sessions.
• Recruitment through free-find including from a consumer panel or any other database.
• Respondents who drop out will need to be replaced.

Total Sample and Quotas

• Total sample is N=300.
• Assume an overall IR of 25%.

By Age Groups

• Age 25-30 years: N=100.
• Age 31-35 years: N=100.
• Age 36–40 years: N=100.

By Annual HH Income Group

• USD $50,000 – $99,999: N=150.
• USD $100,000 or higher: N=150.

By Brand Usage

• Cetaphil brand users: N=150.
• Other brand users: N=150.

Quality Control

• Ensuring respondents are who they claim to be in terms of screening criteria.
• Because the client will handle the distribution of product samples, they will need PII such as name, email address, contact phone and product delivery address. We can arrange an NDA to ensure the client will not use this information for any other purpose.

Required Service from Survey Partner

• Recruitment.
• Respondents to complete online profile questionnaire and two subsequent usage evaluation forms.
• Incentives and their management. 
• Quality control.
• Ensuring respondents complete the relevant online questionnaire sections within the designated period.
• Project management.

Client/WRA Responsibilities

• Programming and hosting recruitment screener and usage evaluation questionnaires in English.
• Distribution of product samples, including handling of any returns (if required).

Tactile Outputs

• No tactile outputs. Service only.

Project Timeline

Q1 2026.

Client Type

Market research agency. This is a new WRA client.