Capturing the experience of the final months of pregnancy and early months of parenting can be a challenge. Moms have a lot on their plate, so asking them to meet at a focus group facility, have a researcher come to their home, or log in to a platform may mean missing those late-night feedings, early morning worries and intimate thoughts of motherhood.

These voice of the consumer insights will provide creative, product development, and insight teams with content to inspire new ideas and next steps in innovation.

Objectives

To capture the small moments of motherhood for creative inspiration.
To explore opportunities for communication strategies for reaching this audience.
To uncover unmet needs for new product innovation.
To experience a new approach to diary research studies.

Why?

This is a new approach to research insights collection and delivery. Are you ready to try something new and engaging?

Each week your insights, creative, and/or product development will receive a 5-10 minute podcast featuring highlights of the week’s topics or audience segment. Teams can listen to the actual voice of the consumer for inspiration and content.

The podcasts will be posted to a password-protect website where they can interact with photos, images, graphs, videos and other stimuli for a multi-media interaction.

Methodology: Qualitative

Qualitative Design

Design Rationale:

Audio diary is the easiest and most under-used method of collecting feedback from participants. Especially for new moms, the ability to record a quick answer to a question with audio takes away the awkward videos, the need to respond to an online community blog, or schedule time with an interviewer. For clients, receiving an audio report will provide a new level of emotional engagement that cannot be conveyed in a PowerPoint report. Audio takes away the visual bias we often see in video or in-person studies.

Approaches:

Using Civicom's ThoughtLight app, participants will be sent regular app updates with the prompt of the week. Moms will record their audio insights (allows for photos and text updates as well).

Number of research sessions (or interviews) by specific approach:

Our approach, Voices, captures in the moment insights with audio diary prompts. Participants will be prompted at least twice a month and up to once a week to share their audio diary entry on our topic of the week. Project to run for 3 months.

Qualitative Research Target

Gender: 0% Male, 100% Female

Ages: 18 to 45

Behavioral/Lifestyle Screening:

Potential Sub-targets: (To be determined with first funders) Moms over 40; First-time moms; Moms under 25; Moms with 3+ kids; By ethnicity

Additional Demographic Screening:

There will be 30 total qualitative interviews with moms-to-be in their last 3 months of pregnancy through the first 3 months of birth.

Geography: US Only; Approximates national population distribution

Number of Markets: 5

Specific Markets:

TBD with clients

Deliverables

Reporting: Summary Report

Presentation: Web-based

Additional Deliverables:

The podcasts will be uploaded to a password-protected blog-style website with additional images and stimuli to correspond with the episode. Moving away from the traditional PowerPoint report, the website and audio delivery brings insights in a format that is more accessible and interactive for client teams to share and collaborate. The website will be live for up to 6 months after the research is complete.

Final delivery will include 4 20-minute podcast reports telling the story of motherhood on 4 different subject areas of focus or the journey of 4 individual moms may also be combined into individual personas if we discover her story is representative of the experience of a target.

Funding Timeline (once project is approved): 60 days

Timing: 20 weeks from funding to delivery of final report

Supplier

Company: Nimble MR

Previous Projects: 1

Rating: Supplier has not been rated

Supplier's Qualifications:

Nimble MR combines 15 years of marketing research experience with professional podcast production services creating a one-of-a-kind approach.

Supplier's Team:

Casey Bernard, founder

Incentives

First 4 investors may:
- Participate in the project design by choosing one topic area of focus, providing probing questions for your team objectives, and selecting one sub-target audience of moms.
- Choose a topic for one of the final episodes.

Fund This Project

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Voices of Motherhood