From Search to Suggestion: Refining a Leading Pram Brand’s Strategy with LLM-Driven Insights 

As parents increasingly rely on large language models (LLMs) like ChatGPT and Gemini for product discovery and shortlisting, the goal was twofold: ensure that LLMs are presenting an accurate, up-to-date picture of the Brand, and surface opportunities to strengthen the Brand’s positioning against consumer needs.

Research questions: 

• What are people searching for when it comes to buying a pram in the UK? 

• What information are LLMs giving people when searching for pram recommendations? 

• How is the the brand positioned and how does this align with what consumers are seeking? 

Our Approach

We used Synthesio’s Generative Engine Optimization (GEO) solution to analyse thousands of UK consumer search queries related to prams and mapped the most common usage intents, features, and scenarios consumers care about.  

We submitted queries to leading LLMs to capture responses to pram-related questions and classified the themes within both consumer search questions and LLM answers, compared alignment, and assessed implications for the Brand’s messaging and positioning.  

Brand share of model (SOM) i.e. how frequently the brand is mentioned in LLM answers was calculated relative to competitor brands, to quantify visibility and influence in the AI-driven consideration set. 

Key findings and opportunities: 

• When it comes to prams, consumers prioritise practical factors.  Based on search analysis, they prioritise features, functionality, and usage scenarios (e.g., urban vs. suburban use, travel, terrain). 

• There is a fairly even distribution of themes the LLM answers, with the top three being value for money, comfort and convenience, and safety standards. Age/lifestyle appropriateness, storage and accessories and brand reputation also appear in answers, but less frequently.   

• Interestingly, we see pram ‘design’ as a key LLM topic, with the Brand and its key competitor both described as having “good design and sleek style”.  However, ‘design’ is not a top priority within consumer questions, which presents an opportunity to rebalance messaging from aesthetics toward practical use-cases.

• As expected, there is moderate overlap when we compare brand attributes, but the Brand wins on safety, weight, and portability versus its competitor.   Its competitor wins on multi-seat versatility and storage space, in LLM answers.  

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