This was early research carried out by Kantar TNS, with parents last summer, ahead of the Baby Box pilots in Clackmannanshire and Orkney. From the research we learnt that parents wanted the box delivered to the home, before the baby is born. We tested this process during the pilot, and the feedback has reinforced this and allowed us to set the most appropriate registration and delivery schedules for the full roll out.
All parents were surprised and very impressed by the comprehensiveness, value and quality of the Baby Box, which was shown to them as an example.
After examining its contents, they believed that the Baby Box initiative was genuinely supportive of babies and parents. They all would have been glad to receive a Baby Box themselves.