Kolcraft has been a family-owned company for over 75 years. While the business began in baby crib mattresses, it has expanded to multiple categories and brands, including Contours Baby, Tempur-Pedic Baby, and Sealy Baby. Historically the company had thrived on sales with key retailers and trade shows, but consumers today expect more from their baby gear. PureSpectrum has been an essential partner to Kolcraft in our journey of evolving our consumer storytelling.
Categories & Implications for Research
Categories at Kolcraft are complicated. Our consumers (and their children) are changing every day. Families know that the tools they use, strollers, car seats, baths, and infant walkers, can make or break those busy days of early parenthood. Thus, they’re looking for brands they can trust that represent and reflect their values. With today’s onslaught of viral trends, preferences and beliefs are ever-changing.
To meet a new market segment, Kolcraft launched Contours Baby as a premium baby gear and nursery brand that parents can trust for cutting-edge innovative solutions. The addition of Contours expands the categories we play in and brings us into new baby gear and nursery categories.
Utilizing Research Technology to Advance Decision Making
For many years, Kolcraft had worked with a large technology company to provide online sampling. Stepping into my role, I noticed issues with many parts of the research process. We experienced a lot of price hikes for our projects, and, unfortunately, the data quality had issues. The account managers assigned to our brand constantly changed and didn’t seem to understand our research needs and goals. This meant projects had longer turnaround because we were fielding again and again to fill unmet quotas.
Still, I was reluctant to change sample providers. As a team of one, I didn’t want to disrupt legacy processes. But when our research took upwards of 9 weeks, I knew we had to consider other options for our quant research.
When I started talking with PureSpectrum, I quickly experienced their mantra of “making life easier.” I instantly had a dedicated team who helped me launch my first project. The data was back to me in record time. When I reviewed it, I was happy to see the data quality was also very high, especially in the open ends. This gave me the confidence to quickly share results with my colleagues and make actionable business decisions we could trust.
Partnering with PureSpectrum helped cut project time from 9 to 1.5 weeks!
Support and Data Quality You Can Trust
Previously I spent many unnecessary hours making charts and performing data cuts. Now I can accomplish projects faster by utilizing the PureSpectrum tools and team. PureSpectrum has seasoned professionals who can handle programming, prepare dashboards prior to launch, and ensure my data is presented in a way that has value to my projects. I can use what I’m doing internally and share it with my cross-functional internal stakeholders.
With PureSpectrum, I can quickly go to my dashboards and access data. Whether I’m looking at expecting moms or mothers with children ages two to four, I can filter results and change my dashboard to focus on a target market. This enables my team to understand and analyze different market segments quickly.
When working with PureSpectrum, I find that responses are good quality which means we do not have to go back and re-field the survey. They filter every respondent through their award-winning scoring system, PureScore™. This system quantifies every step of the respondent’s journey, giving visibility into behavior beyond a single session. Only respondents with a passing PureScore™ are directed to my surveys.
A Successful Research Partnership
The PureSpectrum dashboard and team have shortened my research journey, and I can now accomplish much more work across various projects. This efficiency is crucial as I’m a team of one, leading insights work at Kolcraft. I wear many hats and am grateful to have found a partner I can trust. I rely on the processes the team has helped me put into place. PureSpectrum has been key to accomplishing my research needs faster and with higher quality results.
Working with PureSpectrum has enabled Kolcraft to create and turn around any style of project we needed faster, more affordably, and with higher quality data than we previously experienced. We don’t have to question responses and whether the respondents were thoughtful, and we knew it firsthand because of the open-ended responses received.
From concept testing to understanding new consumer categories, PureSpectrum has become our go-to research partner. We are leveraging data quicker than ever before, which enables Kolcraft to be an expert for our customers and a leader in baby gear.
Are you ready to see what a partnership with PureSpectrum can do for your company? Schedule a demo with the team below.
About PureSpectrum
PureSpectrum offers a complete end-to-end market research and insights platform, helping insights professionals make decisions more efficiently, and faster than ever before. Awarded MR Supplier of the Year at the 2021 Marketing Research and Insight Excellence Awards, PureSpectrum is recognized for industry-leading data quality. PureSpectrum developed the respondent-level scoring system, PureScore™, and believes their continued success stems from their talent density and dedication to simplicity and quality.
In the few years since its inception, PureSpectrum has been named one of the Fastest Growing Companies in North America on Deloitte’s Fast 500 since 2020, and ranked for three years in a row on the GRIT Top 50 Most Innovative List and the Inc. 5000 lists.