Emap Launches Planning And Buying Tool For Parenting Market
Emap Esprit, publishers of the UK’s leading parenting titles Mother & Baby and Pregnancy & birth has teamed up with QuickWise Brand Research to create a continuous research programme, offering fresh and actionable insights into the UK’s rapidly changing parenting market.
The key focus of the research, named ‘iMum’ and standing for Insight for Marketing through Understanding Mothers, is to understand and keep pace with the rapidly changing attitudes and behaviours of a very new and different generation of modern mothers.
iMum aims to help the UK’s parenting brands formulate more effective brand and communication strategies, and, with an initial investment of nearly £100,000, will be the most comprehensive research programme available, comprising focus groups, diary tracking, quantitative research, in-depth interviews and on-line discussion forums.
Explaining the reasons behind the research, Natasha Christie-Miller, publisher of Emap Esprit’s parenting portfolio, said: “This research was born out of necessity. The study will aim to complement NRS and TGI by allowing parenting brands to drill down month by month, specific parenting attitudinal and behavioural analysis of pregnant women with children 0-2 years.”
She continued: “Emap Esprit’s sole aim is to help our existing advertisers understand and unite with these diverse audiences in order to generate more effective brand communications.”
Paul Petre, research director at QuickWise added: “QuickWise has a specialist Online Mums panel, which enables parenting brands to conduct quantitative research amongst pregnant women and mums of young children in 3 days. Our joint iMum study will give us a deeper and up to date understanding of the parenting market which will help maximise our clients’ brand marketing communications and product development.”
Emap Esprit and QuickWise are currently recruiting brands to be included in the study, inviting any interested companies to contact them to ensure their brands are included in the research.
Emap: 01733 568 900 www.emap.co.uk