Emap Seminars Offer Insight Into Parenting Sector

Emap is to hold free seminars to promote understanding of the imum generation, building on its research with QuickWise Brand Research and provide fresh insights into the UK’s changing parenting market.

The research, carried out in partnership with Emap’s Mother & Baby and Pregnancy & Birth brands, seeks to create a continuous research programme into Britain’s parenting market, with focus groups, diary tracking, quantitative research, in-depth interviews and on-line discussion forums created through an initial investment of nearly £100,000.

The company’s seminar forms the latest branch of its research, helping marketers to understand the parenting market and the different types of mum based on its new modal segmentation model.

Delegates at Emap’s training seminar will also be introduced to the imum brand planner, a new application designed to track brand awareness, likelihood to purchase and how brands are perceived. imum also allows for more detailed audience analysis based on life-stage, demographic or attitudinal group.

The imum project was launched earlier this year, with Natasha Christie-Miller, publisher of Emap Esprit’s parenting portfolio, explaining that it was “born out of necessity” for more detailed information on parents media habits and attitudes towards advertisers (see Emap Launches Planning And Buying Tool For Parenting Market).

Emap: 01733 568 900 www.emap.co.uk