What Do Moms Want?

By: Maggie Bright

What Do Moms Want?

Since nearly everything we work on is very confidential, it is a rare treat for us when a client decides to publicize one of our studies.

We recently completed research for NBC Universal designed to give them a deep understanding of moms. The findings were showcased at NBCU's Power Of The Purse conference, and were also featured prominently on The Today Show, AdWeek, AdvertisingAge, The Guardian, and many other sources.

We conducted a three-part study, including ethnographic interviews and qualitative mom "peer parties," along with two phases of in-depth quantitative analysis. This analysis produced a new understanding of moms and the factors that define them today, along with an overview of the emerging trends that are affecting parenting styles, household roles, and the overall family landscape.

While moms are continuing to make inroads in the workforce, their career aspirations may be changing as well.

Some notable findings include:

•  Even though the demographic composition of US households is changing radically and "unconventional" family structures are on the rise, many moms are aspiring to bring traditional values back into the home. Half of moms say that they aspire to be "traditional" parents, including over half of single moms. In fact, 8 in 10 moms say they would rather have a child with good manners, over a child with good grades.

•  While moms are continuing to make inroads in the workforce, their career aspirations may be changing as well. Half of moms say they would rather stay at home than be a working parent, including over half of working moms.

•  Meanwhile, dads are trying to pitch in more at home, but perceptions about the division of household labor is not equal. Six in ten dads feel they split the household labor and childcare equally with their partner, while only one-quarter of moms agree.

•  Importantly, advertisers may be falling behind in their understanding of moms and the evolving shifts in the family landscape. Only one in ten moms feel they are very accurately portrayed in advertising.

We look forward to working with you soon, and not saying a word about what we did!