With the global baby diaper market projected to reach almost $115 billion by 2030¹, innovation speed and user-centered design have become key differentiators.
At Ontex, we believe the best insights come from real people, in real-life situations. That’s why we’ve developed an agile way to test our baby care innovations close to home, right near our global R&D center in Mayen, Germany. By involving local families early on, we spark ideas, spot improvements sooner, and keep our innovation pipeline closely aligned with what parents truly need. It’s how we bring our ambition to life: innovation for everyone.
250 families, one shared mission: better baby care
For over 20 years, we’ve been working with a panel that started small and has grown to 250 parents and families, helping us evaluate our latest developments and test more than 7 million products. Participants found out about the panel through word of mouth, social media, and flyers at local daycare centers. This way, we get feedback from people who genuinely use our products in everyday lives.
Each week, participants receive new products to test at home and share their feedback through a simple online tool, whenever it suits them best. This gives us fast, real-world input to guide our development.
Typical questions focus on product usability and comfort, such as “How easy was it to put on the diaper?”, “How did your baby’s skin react?”, or “How satisfied were you with the fit and the absorption?” To get a complete picture of the product experience, we include questions about packaging, scent, and overall impressions.
Fast feedback, real-world insight
The biggest advantage? Speed. Instead of waiting four to eight weeks for external testing, we can gather first feedback within just a week or two. That gives our R&D teams the chance to adjust, improve and move forward faster than ever.
“It’s a way to test fast, learn fast, and innovate fast. In some cases, it can reduce development time by as much as half, depending on the type of innovation we’re working on.” says Amina Zaim (Product Development Specialist Customer Solutions), who oversees the panel. Just as important, we get honest feedback from people using our products in real life, not in a controlled environment. That kind of input makes all the difference.”
This agile setup doesn’t replace large-scale consumer panels or statistically validated product testing. Those remain essential for confirming performance and compliance. But our local panel lets us explore ideas and improvements much earlier in the process.
Participants value the experience
Panel members often tell us they enjoy being part of the project. Some appreciate the chance to contribute “behind the scenes,” others like trying new products before anyone else. Many say it feels good to know their opinions really matter.
From numbers to nuance
When we want to dig deeper, having this large panel allows us to invite a smaller subgroup for focus groups. These sessions give us a richer understanding of not just how the product works, but how people experience it. These sessions reveal whether new features stand out, if packaging updates are clear, and how product claims resonate with users. This qualitative insight complements the broader feedback we gather from the full panel, helping us design products that make everyday life easier.
Progress powered by people
Katharina Sprotte (Head Customer Solutions) summarizes: “This user panel is more than just a testing tool. It’s a direct connection to the families we design for. Their feedback keeps us grounded in real experiences, speeds up development, and ensures our innovations truly work for everyone. Most importantly, it guides us in keeping products accessible and affordable, so everyone can benefit from better design.”
[1] ¹Grand View Research. (2024). Baby Diapers Market Size And Share | Industry Report, 2030. Retrieved from https://www.grandviewresearch.com/industry-analysis/baby-diapers-market
