Background

The Yoto Player is a beloved product among families for its innovative, screen-free audio experience tailored to children. With a commitment to supporting every stage of a child's development, Yoto continually looks for ways to better serve families’ everyday routines.

Yoto turned to Motives to uncover the real-world motivations, frustrations, and decision-making journeys parents experience when selecting sleep aids.

Challenge

Yoto’s team faced two key challenges:

  1. They needed to understand the real motivations, challenges, and decisions that drive parents to seek sleep aids - going beyond surface-level surveys to explore the full buyer journey, from initial pain points to product satisfaction and feedback.
  2. They needed these insights quickly, without sacrificing the depth and nuance typically associated with traditional qualitative research.

Motives delivered a method to go deep quickly, leveraging AI-moderated interviews to bring the voice of the customer to life - in days, not weeks.

Solution

Using Motives’ AI Researcher, Yoto transformed a product exploration idea into a fully executed study.

In minutes, Yoto’s product team described their research needs, and Motives’ AI researcher generated a detailed brief, crafted a custom discussion guide, and identified the perfect participant profile.

Motives’ AI Researcher then recruited parents for video interviews across the US and Europe, all of whom had a young child and had recently purchased a sleep aid.

Parents were guided through their sleep aid purchase journeys by Motives’ AI moderator, identifying problems with current products in the market, to suggested ideas and areas for improvement. These conversations started to uncover a detailed understanding of parent’s buyer journey, and priorities when choosing the best product for their child.

Outcome

Thanks to this research, Yoto gained deep clarity into how and why parents choose sleep aids, and how their own product fits into the mix.

Yoto were able to walk away with key, actionable insights in a few days, which highlighted new opportunities for product enhancements and sharper messaging. Yoto now has a clearer path with a product that meets real-world parental needs.

Motives helped Yoto validate ideas, uncover unmet needs, and make confident product decisions – all at a pace that matched their innovation mindset.

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