Challenge – The team required some definitive information about purchase and use of kid’s pyjamas. Who was buying, what were they looking for, how important was flammability in their purchasing decision? The study also needed to look at a range of proposed flammability messages and what they were communicating to purchasers.
Approach – Focus Groups, online quantitative study in Australia and New Zealand. Covered minority and low income sectors of society.
Result – Broad understanding of the purchase process of PJs and a clear direction for the appropriate labelling of children’s nightwear.