We love anything that helps big brands better understand Moms, so when we saw this cool infographic from Citizen Optimum, we thought you’d love it too!
The fact that Moms are huge influencers and make the majority of purchasing decisions is nothing new. What is new though, is that more and more brands we love are starting to take notice and respond in fun and creative ways. Just for fun, we thought we’d share with you this graphic, sent to us by Citizen Optimum following the newly completed first phase of what will be a four-pronged study.
The goal of the study was to look at the Mom market by uncovering some revealing insights about Canadian Moms that go beyond the conventional wisdom of purchasing power. This was done through looking at working versus stay-at-home Moms and how they self identify, the kind of experiences that characterize their lives, why they make the choices they do and what they value when it comes to indulging themselves.
“Mom is a defining force in her personal world and coveted in the world of marketers and communicators,” said Nick Cowling, Vice President and General Manager, Citizen Optimum. “Through Citizen Mom, a multi-layered dialogue, we want to explore the rich intersection of all of the many pieces of Mom’s life, to find out what makes her tick.”
To establish a 360-degree view of mom’s self-opinion, Citizen Optimum worked with AskingCanadians on a unique research methodology. The four-phased process (asking, discussing, listening and analyzing) is comprised of an omnibus survey, live online discussions, social listening and data analytics, combined to better understand the most important woman in our lives.
Phase one of Citizen Mom engaged 300 Canadian moms with kids ages 18 and under. The study took a close look at how working moms (66 per cent of those surveyed) and stay-at-home moms (33 per cent) see themselves and each other, revealing key insights on how we can better communicate with moms from coast-to-coast.
About AskingCanadians
AskingCanadians™, a Delvinia company, was established in 2005 as an online data collection firm dedicated to helping market researchers gather high quality information from Canadian consumers. They own and manage the AskingCanadians™ online research community, and its French counterpart Qu’en pensez vousMC, which includes a panel of more than 160,000 demographically representative and profiled Canadians who have opted-in to participate in online surveys that significantly influence today’s leading brands. AskingCanadians™ and Qu’en pensez vousMC are built through incentive partnerships with Aeroplan, HBC Rewards and Walmart. The result is an average response rate that eclipses the industry. For more information, please visit corporate.askingcanadians.com
About Citizen Optimum
Citizen Optimum is the Canadian arm of Citizen Relations, an international PR agency recently named 2012 midsize agency of the year in North America by The Holmes Report. Formed from the union of four successful agencies in the UK and North America, along with strategic partners in Asia and Latin America, Citizen Relations offers strategic PR advice and counsel to industry leading brands, corporations, governments and not-for-profit organizations, designed to contribute to the business success of clients through effective and innovative communications.
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