The Mother Board

To understand the “why” behind Moms’ behaviors you have to start with authentic insights from Mom herself. That’s why we created The Mother Board. 

The Mother Board is the foundation for our agile insight practice because it helps us uncover her emotional and functional needs which complements your big data, and provides actionable insights. The insights we gather from The Mother Board can flex and inform the entire process of innovating, ideating, testing, learning and scaling. 

Our goal is not only to give you the data, but to provide objective, game-changing insight analysis so you can effectively build your brand with this important target market. 

The result? Better consumer experiences that speak authentically, resonates and builds strong brand loyalty with moms. 
 

The Mother Board includes thousands of highly-engaged, loyal and diverse Moms from across the United States, Canada and Australia, including diverse subgroups like single moms, moms of color, LGBTQIA moms, first-time moms and more. This pre-screened panel is available to turn around responses in as little as 48 hours. 

We build custom research to meet your objectives:

  • Questionnaires
  • Polls
  • Mobile Photo/Video Diary Studies
  • Mobile Ethnography 
  • Concept & Product Testing
  • Consumer Journey Mapping
  • Shopper Research — “Shop-a-longs”
  • Moderated and Unmoderated Group Discussions/Forums
  • Online Focus Groups
  • Moderated and Unmoderated Beta Testing


We look for the "why" behind the statistics, with quotes, insights and videos from real moms across the country.
 

We asked The Mother Board what mom stereotypes they hate to see in advertising? Here's what a few of the moms had to say:

JCID Questions_2-100[1].jpg

Reporting and analysis is also customized to deliver what you need to motivate and engage your stakeholders, including:

• Custom-made video 

• Formally designed presentations 

• Creative briefs 

• Infographics document for easy viewing and adoption within your organization

Docuseries

Sometimes you need a deeper dive to uncover the underlying reasons, opinions and motivations that inform how moms interact with your brand on a daily basis. Through in-depth ethnography videos featuring hand-selected moms, we capture their rich, unfiltered experiences and serve this content up to you in a customized docuseries of 5–15 minutes. The combination of insights and production value make this docuseries a tool to creatively inform and engage every part of your company, from the boardroom to the sales team.  

To find out how The Mother Board can help you reach your mom target, get in touch!