Uncovering the role of infant formula programs

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Our client wanted to examine the role of infant formula programs and brand influence. 

Mother holding infant against chest while using laptop on table, lots of light coming in windows


Our work with expectant and new moms led to a better understanding of milestones and pain points in the health and wellness of their baby. Caring for infants is a highly personal learning journey – especially for first time moms. Not all advice is welcome; confidence and competence are key. Cultural elements like guilt, self awareness, cultural and emotional needs, social capital such as bonding and more brought deep understanding to the value an infant program can provide.


For this qualitative study, we utilized multi-day digital diaries, with in-home in-depth ethnographies and analyzed using a behavioural science lens.

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