Huggies Online Panel wins Panel of the Year
The Huggies Online Panel (HOP) has been selected as the first
ever Australasian Community
Panel of the Year by Vision Critical, a company that builds and manages 600 online platforms around the world. As the winner of the Australasian award, the HOP is a finalist in the inaugural 2012 Global Community Panel of the Year Awards.
The HOP has involved 3,000 highly engaged mums whose valuable insights have become the
centre of many of the marketing and product decisions for the Huggies brand. The panels have allowed the Huggies brand to foster a dialogue with both first time and experienced mothers of children from 0 to 3 years, quickly and cost-effectively. As a result of the valuable insights of the HOP Kimberly-Clark has launched new Huggies products, tested our current products,
determined prizes for consumer promotions, developed our digital strategy, refined the hugely popular Huggies website and conducted longitudinal research to understand consumers better.
Since 2010, the Huggies brand has conducted over 95 studies on the Huggies Online Panel. The
brand has kept mums engaged via interesting and visually appealing surveys that are under five minutes on average and the Community Panel has enabled the business to think about consumer research in a different way.
Peter Harris, EVP and MD of Vision Critical's ANZ business congratulated Kimberly-Clark on the win. "They have done an amazing job with their healthy, responsive Huggies Community Panel. Their success confirms that community panels are changing the way market research is conducted in Australia and New Zealand, allowing brands to engage directly with their customers in an engaging two-way conversation."
The winner of the 2012 Global Community Panel of the Year competition will be announced at
the company's Annual Summit in New York City on October 4.