How smallsteps used the power of WhatsApp in market research

How a childcare organization used market research

By SAMR Data Creatives, a market research company in the Netherlands.


Understanding of customers

All childcare companies are looking for the voice of the customers and employees in order to develop a proposition that matters and differentiates. SAMR helped Smallsteps to do it differently, by gathering customers and employees’ insights using WhatsApp.


Panels and asking real-time questions

SAMR used WhatsApp to ask questions and collect feedback when Smallsteps employees were inspecting for a new childcare location. During an event WhatsApp was used to fill out three personality tests in order to evaluate location managers’ personalities and the current and future strategy for Smallsteps. Furthermore, a new logo and slogan was presented and all the Smallsteps employees were asked to give real-time feedback. The last WhatsApp action was conducted in SAMR dedicated WhatsApp panel. People were asked which childcare garden appeals (from a series of photos of gardens) the most to them and the reason behind their voice.

So what?

Insights and time saving

A lot of valuable insights and a clear mood board of what people think are important for a childcare garden were received at the end of the research. All these insights were used in the development of the gardens for all the childcare locations to better suit the expectations of the customers. The discrepancies in personalities were used for a roadmap in the marketing plan, which must lead to a proposition that suits the (future) customers best.