Influences & choices in the new baby marketplace
In the United States, parent and grandparents start spending well before the new little bundle of joy is born. How and where that money is spent and the influences driving those choices both before the birth and in the two years following birth, are the focus of Zeldis’ Parents, Moms & Babies (PMB) research group.
As the definitions of "family" continue to evolve, and all the roles--mom, dad, grandparent--change, marketers are challenged to address a moving target. Our staff have rich PMB backgrounds exploring everything from strollers to diaper creams to formula.
Innovative techniques and deep experience
Zeldis has the ability to formulate just the right combination of qualitative and quantitative research and analysis techniques. By applying them to each unique project through rich sector expertise, knowledge, and creative thinking, we are able to significantly help manufacturers, marketers, associations and media developers understand the habits, preferences and influences driving new parent behaviors and choices.
- Our mom/baby specialty areas include:
- Brand positioning, perceptions and preferences
- Future purchase intent
- Message/communication influence in brand selection
- Concept testing and selection drivers
- Coupon program impact studies
- Cultural impacts on new mom behaviors and preferences
Actionable Results to Accelerate Your Success
- Our actionable research has successfully helped clients to:
- Understand new moms' formula selection process
- Determine usefulness of a new mom welcome bag and mini-magazine
- Identify the most appealing stroller design concept
- Learn baby bottle packaging preferences and selection drivers
- Understand new mom attitudes and behaviors toward baby skin care
- Gauge interest in a new diaper product concept
Recent Sample Research
Our client, a major women's magazine publisher, sought to better understand the interests, attitudes, views, information needs, and passions of Millennial and Generation X moms.
Zeldis Research conducted in-person and online bulletin board focus groups among moms in the Millennial and Gen-X age groups. The research incorporated many creative-thinking exercises to help uncover moms’ true feelings, such as collage-building, storytelling, and word/image association.
As a result of this research project, our client is now able to clearly communicate with this crucial segment in terms that reflect these moms’ interests, information needs and values.
Our client sought to understand moms' use of traditional, online, mobile and social media in each stage of the purchasing funnel for a variety of products and services, along with the way they view online communities.
Online interviews were conducted with more than 2,000 prenatal moms and moms with kids ages 0-12. In addition, a separate study was conducted among 250 Spanish-speaking Latina moms.
As a result of this research project, Zeldis Research was able to create a highly relevant story about moms’ attitudes and behavior that the client organization used to communicate with advertisers. The study has been presented several times and has received widespread attention.
Bulletin Board Focus Groups were conducted among prenatal and new moms regarding the formula selection process, information sources considered and brand perceptions. Additionally, moms were asked to evaluate direct marketing communication samples based upon impact and likelihood to influence product selection.
Live focus groups were held among expectant moms to understand their stroller selection decision making process, the sources they use to gather information and key features desired. Various concepts were presented and discussed to understand product design preferences and supporting reasons.
Bulletin board focus groups and a follow up email survey were conducted to measure likely purchase interest in a compact diaper concept. This concept combines diaper rash ointment, baby wipes and a diaper in a portable shrink-wrapped package. The research also measured the importance of brand and potential situations in which this concept would be most frequently considered.
Partial Client List
