Research like a mother
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Unlock the power of mom-centric market insights.
By: Natalie Lauder, Director of Customer Success**
Mother’s Day was just this last weekend, reminding brands of a significant truth: moms are not just central figures in homes; they are pivotal in the consumer market as well. Controlling 85% of household purchases and boasting more than $3 trillion in spending power, the influence of moms in the consumer space is both massive and multifaceted. However, despite their market dominance, moms are notably time-poor, averaging less than 3 hours of leisure daily.
This potent combination of market influence and limited time creates a unique challenge for brands: How can they efficiently connect with this critical demographic without demanding more of their scarce time?
Suzy's Smart Solutions for Busy Moms
At Suzy, we understand the pressures moms face and have developed specific tools and methodologies that cater to their lifestyles while providing deep consumer insights for brands. Here are a few ways Suzy transforms the insights landscape:
1. Mom-Specific Audience Profiling
Suzy’s consumer insights platform enables brands to profile mom consumers efficiently. By using custom Saved Audiences, we gather essential demographic and behavioral data in a single session, eliminating repetitive questioning in future interactions. Brands can create custom a Mom Saved Audiences and store these profiling points to recontact busy moms.
This respect for their time not only improves response rates but also deepens the insights as moms can focus on providing richer, more detailed feedback on topics that matter, rather than answering repetitive demographic questions in each survey. If my experience of getting my PreK kid dressed every day is even slightly representative of the wider mom experience, moms are already repeating themselves tens (if not hundreds!!) of times a day—don’t let your research design add to that. (Just put your damn shoes on!)
2. Easy DIY Data Integration via Data Explorer
Our DIY Data Explorer tool allows us to connect data points from multiple quick surveys and custom profiling, painting a comprehensive picture of consumer habits and preferences without additional time investments from the respondents. This approach not only respects moms' time but enhances the quality of the insights gathered.
3. Asynchronous Video Responses
Recognizing that parents juggle multiple responsibilities, Suzy offers asynchronous video response capabilities. This flexibility allows you to meet moms where and when they are to provide feedback at their convenience, whether they're taking a “car moment” for themselves or doing some well-earned couch-sitting post-bedtime chaos routine, ensuring genuine, context-rich insights. A picture is worth a thousand words and a 2-minute video of the kids' snack cupboard with mom’s narration will give an intimate detailed view into family grocery purchase habits, concerns & priorities.
Suzy’s built-in Showreels editor allows you to combine these video insights into beautiful impactful video shorts to share these consumer voices easily.
Real-World Applications
These tools have been instrumental in various successful projects.
Beverage New Product Optimization
In a study designed to understand beverage preferences among parents, Suzy segmented groups by children’s age, revealing specific nutritional concerns and preferences that influenced product development strategies.
Child-Related Product Insights
Another project leveraged video open ends to gather insights on child-related products. The use of video allowed parents to easily demonstrate product usage and discuss in real time the benefits and drawbacks they observed, providing brands with clear, actionable insights.
Health Snack Selection Polls
A health snack brand used Suzy to conduct quick health-related polls among moms to better understand their snack choices for their children. This helped the brand redesign its snack formulations to align better with the health attributes moms valued most.
Seasonal Product Feedback
Suzy facilitated a series of seasonal product feedback sessions where moms were asked about their purchasing decisions for holiday-related products. This helped a decor brand adjust its product lines and marketing strategies in real time, maximizing its sales during the peak season.
Conclusion: The Strategic Advantage of Empathy and Efficiency
Suzy’s innovative approach to consumer insights offers brands a strategic advantage with moms. By respecting their time and adjusting research methodologies to fit into their lives seamlessly, we not only gather more accurate data but also build trust and loyalty among this crucial demographic.
Let's remember that understanding and connecting with moms isn't just about collecting data—it's about respecting their time and contributions to the market and designing accessible research that allows moms to improve products & services for them & their families. (And buying them chocolate).
To learn more about targeting moms and other niche audiences on Suzy, book a demo with our team today!
** drafted using only my left hand while baby #2 is asleep on me.
