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Because of that it hired a design firm that proposed to go out and closely observe and interact with its customers – parents and other caregivers – and end users – children – to gather insights into diaper wearing that the company hadn’t yet discovered. That design firm discovered that both parents and children prefer to think of diapers as clothing – rather than as waste control bandages, as the company thought of them.
Beckman et al. (Tue,) studied this question.