• Strategic Insights

Strategic Insights

About

Dig Deeper.

The Parenting Group's Strategic Insights is your direct and intimate link to mom. We draw on a menu of flexible, proprietary tools to deliver compelling, comprehensible results. Our actionable insights can immediately impact your success in the mom marketplace.

Strategic Insights' direct link to moms is through MomConnection®, a branded, nationally representative online consumer panel of 5,000 moms, used exclusively by The Parenting Group and its partners.

About MomConnection^®

Built in 2003, MomConnection^® has fielded over 200 surveys and polls to date. Segmentation capabilities include pregnant women, first-time and repeat moms, age of child(ren), employment status, and more. MomConnection.com serves as an ongoing resource and online home for panel members, with survey results, an active bulletin board, vibrant chats, press pickups of surveys, etc.

The MomConnection^® Difference

• The most timely information on the mom market
• More accurate projections to total U.S. than reader panels
• Better response and screeners than email lists
• Focused, promotion-free environment unlike commercial website panels
• Controlled use to reduce respondent fatigue
• Consistent use to build respondent relationship and trust
• Single-subject surveys, resulting in well-considered responses

Services

Strategic Insights' services encompass a full range of research options that can assist you in optimizing individual product campaigns:

• Quick Polls: Find out what mom is thinking-fast. Quick Polls give you answers in hours, so you can gauge response to
     events and news, and meet even the tightest deadlines.
• Full Surveys: More extensive than Quick Polls, yet still timely (answers in days), Full Surveys probe mom's purchase decision
     influences or brand preferences, and collect attitudinal, behavioral, and market trend data. Verbatims can be used to add
     depth and texture to your insights.
• Perceptual Mapping: Want to know where you stand? Perceptual mapping will determine your brand positioning relative to the
     competition to help you better understand your brand equity.
• Mom Test Lab: The most immediate real world product testing, timed to coincide with the in-market customer's needs. Moms
     can be targeted based on geographic and demographic needs.
• Viral Marketing: Open the door to the word-of-mom network by enlisting MomConnection panel members as your brand evangelists.
• MomTalk: Frannie, MomConnection's trusted panel administrator, will introduce a discussion thread on the MomTalk message board
     on your behalf, allowing you to receive feedback and verbatims directly from moms.
• My Chat: Moderated, invitation-only chats with groups of pre-screened, targeted mom consumers.
• Mom Meter: Test your copy and creative communications with moms, via any medium that can be served online—print, TV, radio,
     online, mobile, etc.
• Trend Scouts: What's now? What's new? What's next? If you need to know, talk to our Trend Scouts, moms we recruit to give us
     real-world insights into marketplace activity.
• Event ROI: Printed postcards distributed at your event will drive moms to MomConnection.com for a survey about the event / marketing
     program they just participated in.
• Mom U: On-site seminars tailored to your objectives. Marketing information seminars, brainstorming sessions, lectures, results of custom
     research, primers on panel building, and more.
• Mom Optimizer: This proprietary system rates messaging channels according to types of information and dayparts, taking into account
     the consumer's attention paid to media as well as openness to messaging. Marketers use the Mom Optimizer to hone individual product
     campaigns by determining optimum use of consumer touchpoints.

Insights

Mom Matters is The Parenting Group's established and respected B-to-B e-newsletter. Published monthly, it digs deeper into important topics in mom's world such as toy safety, going green, kids' nutrition, holidays, and relationships.

Mom Matters can also be customized and co-branded for trade shows, sales meetings, with information provided by the industry's most renowned research experts.

Rates

Rates for Strategic Insights' services are assessed individually based on brand objectives and budget requirements.

For information on our menu of services and how they can work to accomplish your business goals, contact your Parenting Group Account Manager.