Background Swift Research were appointed to investigate opportunities for new products in the swim and bath time categories. The brief was wide open with the client interested in pursuing ideas that would make the whole swim experience easier and more enjoyable for mother and baby. Integral to the project was the need for research to help identify behaviours and drivers to unlock latent consumer needs. Research was required amongst mums based in the UK and in Spain and also with UK mums on holiday in Spain. Swift Research Solution A highly interactive co-creation programme was devised whereby the client could observe fi rst hand the actions and behaviours of mother and baby and other siblings from the changing room experience through to swimming sessions. Mums were recruited f

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