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New Division to Probe 'Modern Mom Market'
US-based online tips and advice publisher Modern Mom has formed an Insights & Action division to delve into the key drivers of the 'mom market'. Its products have been developed with the help of MR consultancy, Noesis.
The first of its annual reports will be published in the summer, and will examine motherhood using both qual and quant perspectives, highlighting trends on everything from shopping and social interaction to parenting and environmental concerns. Clients subscribing to the service will receive regular updates in the form of pulse reports, monthly reports and 'trend boxes'.
The Insights & Actions team will also tap into the firm's national 'Modern Mom Groups' to conduct 'In-Home Experiences' research, where community members will evaluate clients' products, marketing campaigns and media choices during get-togethers such as play groups, book club meetings and wine-tastings.
Lolita Carrico, founder of Modern Mom, commented: 'Through our close relationship with today's mothers, Modern Mom is uniquely positioned to provide the most comprehensive and accurate information on this market, a highly coveted demographic for many of today's leading brands.'
Founded in 2002, Los Angeles-based Modern Mom is online at www.modernmom.com .
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