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Decoding Premium Brand Awareness: How Nuna Measured Market Perception with Real Mothers
This case study showcases how Nuna partnered with Supermom to measure brand awareness and market perception within Singapore’s premium parenting segment. Leveraging insights from real mothers in Singapore, the study establishes clear awareness benchmarks, reveals perception gaps, and delivers actionable direction to sharpen positioning, messaging, and future growth.
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About Nuna
Nuna is a globally trusted premium baby gear brand, known for its thoughtful design, uncompromising safety standards, and intuitive functionality for modern parents. With a strong commitment to innovation and quality, Nuna creates products that seamlessly blend form and function—supporting families through everyday moments with confidence, comfort, and style. In Singapore, Nuna continues to resonate with discerning parents seeking trusted solutions that elevate both parenting and living spaces.
For more information, please visit https://nunababy.com/sg
Executive Summary
This case study documents how Nuna partnered with Supermom to conduct a structured brand awareness and consumer perception study within Singapore’s baby equipment category. Leveraging Supermom’s proprietary research platform, the study was designed to capture an objective view of how Nuna is recognized, discovered, and understood by real mothers across different parenting stages in a mature, premium-sensitive market.
Through a quantitative, panel-based approach, the research provides Nuna with a reliable benchmark on brand awareness, familiarity, and consideration, while mapping key discovery touchpoints and decision drivers relevant to baby gear purchases. This research framework enables data-led evaluation and serves as a strategic foundation to guide future brand positioning, communication, and market development efforts in Singapore.
Research Objective
The objective of this research was to build a holistic, data-driven understanding of consumer awareness, familiarity, and perception of Nuna within Singapore’s baby equipment market. By engaging real mothers across different parenting stages, the study was designed to objectively assess how the brand is recognized, discovered, and positioned within a mature and highly competitive category—establishing a reliable foundation for strategic brand evaluation and planning.
To achieve this, Supermom’s proprietary research platform (Supermom V2) was used to distribute the quantitative survey and carefully select participants from its verified community of mothers in Singapore. The platform enabled precise sampling across first-time and experienced moms, ensuring respondent authenticity and relevance, while providing a controlled, scalable environment for gathering high-quality, validated consumer insights.
Research Methodology & Scope
This study was designed to support Nuna in gaining a structured, data-led understanding of its brand awareness and consumer perception within Singapore’s baby equipment category. Using a quantitative survey approach, the research enabled Nuna to objectively evaluate how the brand is recognized, discovered, and considered by parents, providing a clear baseline to inform future brand, communication, and market development strategies.
The research engaged 300 mothers in Singapore, spanning first-time and experienced parents across key life stages. Powered by Supermom’s proprietary research platform, the study examined Nuna's performance across awareness, familiarity, discovery touchpoints, and purchase consideration within core baby equipment categories such as strollers and car seats—ensuring relevant, category-specific insights aligned with Nuna's premium positioning
Findings & Strategic Implications
The insights from this study provided Nuna with a clear, evidence-based foundation to strengthen its market strategy in Singapore. By translating consumer awareness and perception data into strategic signals, the research enables Nuna to identify where to sharpen brand focus, refine messaging, and prioritise touchpoints that matter most within the premium baby equipment journey.
More importantly, the study equips Nuna with the clarity to bridge perception and consideration—supporting more confident decision-making across brand positioning, consumer education, and go-to-market planning. This insight-led approach allows Nuna to move beyond intuition, ensuring future strategies are anchored in real parent understanding and aligned with long-term, sustainable growth in a competitive premium category.