Publication - Research and analysis

Scotland's Baby Box pilot: development research

Published: 19 Jun 2017

Early research carried out by Kantar TNS with parents last summer, ahead of the Baby Box pilots in Clackmannanshire and Orkney.

54 page PDF

1.2 MB

54 page PDF

1.2 MB

Scotland's Baby Box pilot: development research
2. Aim and Objectives

54 page PDF

1.2 MB

2. Aim and Objectives

The aim of this research was to inform the Scottish Government's development of a 'Baby Box' for newborn babies in Scotland that will positively impact on the outcomes for each child.

The two overarching objectives were to explore:

1. Baby Box Contents - specifically, how the Scottish Government can ensure the contents of Baby Box are the most useful they can be

2. Baby Box Communications - specifically, how and when parents should hear about, sign up to, and receive the Baby Box

To meet these two objectives, research question areas were:

  • Which proposed items should be included in the Baby Box and how would parents use these? (From a large selection of bed and bedding, clothing, bathing and health, feeding, and other miscellaneous items)
  • To what extent would parents use the box as a sleeping space, and why?
  • How and when should parents be informed about Baby Box? What information do they require?
  • How can communications encourage sign up and usage?
  • How could parents best find out more information about Baby Box?
  • What would parents' ideal mechanism and time-frame be, to sign up and receive the Baby Box? How would they expect, or want, this to happen?
  • What are parents' reactions to a range of potential methods and timings? (Via a health professional, self-registration - signing up online, using a reply card, email or text message, delivery by post or courier, collection from an agreed point)
  • Can the Baby Box be received prior to birth, or are parents superstitious?


Email: Dave Gorman

Phone: 0300 244 4000 – Central Enquiry Unit

The Scottish Government
St Andrew's House
Regent Road