New products: Good innovators are good listeners

40 years of experience have taught us something: Only those who listen can develop products that satisfy real needs. This is why we so highly value the opinion of parents – also when it is about making existing products even better.

A MAM product doesn’t have it easy: ­Before it hits the market it is tested countless times, squashed, bitten, ­twisted – and evaluated by parents. “Their feedback is very important to us. As early as the development phase there are four rounds of market research with consumers”, says Thomas Rohaczek, Head of Product Design & Development. In the period from 2010 to 2016, a total of 227 MAM studies were carried out, in which 43,081 consumers from 15 countries were interviewed. “We also get feedback from doctors, midwives and other medical experts who are involved in product development," says Thomas.

Always getting better

If a product makes it onto the shelf, it has its hardest days behind it and can finally do what it’s meant for: making the lives of parents and babes easier and nicer. But it has to constantly prove itself because even existing products are tested. “For example, it is very important to parents that bottles and soothers are accepted by babies. We conducted market research on this and found: Our soothers have a sensational acceptance of 94%” says Verena Aringer-Zach, Team Lead Product Management. What other sources are helpful when it comes to the potential for improving products? “Once the product is on the market, the sales figures are an important indicator. We also follow ­discussions on Facebook and what parents write about in the MAM Club,” the expert tells us.

Sustainable product development

An interdisciplinary team consisting of employees from marketing, product development, product management and packaging development takes care of the optimisation process. Thanks to extensive feedback from parents, we have been able to sustainably improve some of our products and broaden existing product lines – and MAM develops along with the product.

MAM Clip-It Soother Clips

Today’s mothers and fathers fi nd: The perfect soother has to be versatile since babies need it in diff erent situations. That’s why the new generation of soother clips have a clever length adjustment: It makes sure the soother is always at hand and ready to use while it stays clean. More about MAM soother clips

MAM Easy Start Anti Colic 320 ml

Our Anti-Colic bottle has been an absolute hit on the shelves for the last ten years. Thanks to the patented base vent, babies drink more relaxed and 80% of mothers confi rm less colic. But parents wanted even more: They wanted a larger version, so now it is available in a 320 ml size – ideal for babies from four months. With the self-sterilising function parents can also save energy at home and the two-sided printing keeps babies entertained while drinking. More about the MAM Easy StartTM Anti Colic 320 ml

MAM Air Night

The Night soothers are a blessing for babies and parents especially at night: Since they glow, they are easy to fi nd in the dark. For lightness while sleeping, extra-large air holes ensure that they are especially friendly to babies’ soft skin.

MAM Perfect Double Pack

Scientifically proven thanks to a long-term study: The MAM Perfect, with its especially thin and fl exible teat neck prevents malocclusions – a big contribution to baby health! At the request of parents it is now also available as a double pack in the practical transport and steriliser box, with new designs, as well as a night model. More about the MAM perfect

MAM Friends Developmental Toys

They are called Max, Bob, Ellie and Lucy, and they are the fi rst developmental toys for babies to explore with all of their senses. The little animals come in bright colours and are made of 100% natural rubber from our plant in Thailand. Why? Because parents explicitly wanted these products made of natural material. More about the MAM Friends