Will your brand make it to the mom's shopping cart this month?

Moms around the world have long been and will continue to be a key marketing target, as they make or influence many household purchases. In U.S. alone, adult female Internet users with children are estimated to reach a figure of 36.1 million by 2013. Moms are increasingly becoming vocal on blogs, forums, and other social media channels. They are discussing, exchanging views, and influencing others on a wide range of topics- diapers, food habits, wellness, schooling, cartoons, clothes, footwear, anything and everything that a mom is concerned about.

Opportunity for brand managers and marketers

The mom segment is growing at lightning speed in social media as evidenced from the plethora of 'Marketing to moms' studies and solutions that are emerging. Usually, these studies are formulated through primary market research, and most of the time they don't capture actual, unsolicited online conversation themes.

EmPower Research's Mom Index for Purchase Intention (MIPI) uses social media data generated by moms to discover purchase intention. We analyze purchase related conversations about various brands within a product category. Using our proprietary methodology, we then arrive at an index that depicts variation in a brand's position against competition, across a period of time. By tracking this index on a periodic basis, brand managers and marketers can shape their marketing mix strategies.

Standard analysis types in a Mom Index on Purchase Intention

A few of the standard analysis types are illustrated below. Based on client requirements, EmPower Research can include additional types of analyses as part of the Mom Index for Purchase Intention (MIPI).

Why buy? Top reasons

1. It gives marketers an improved and more powerful metric than Share of Voice, allowing them to discover purchase intentions amongst the target segment
2. As moms' purchase behavior is complex, marketers need to pay attention on an on-going basis. Mom Index for Purchase Intention is a periodic index that gives insights on a continuous basis
3. Category associations of a brand can be a purchase driver. The Mom Index helps marketers to identify dependencies and purchase drivers that are challenging to identify otherwise
4. The index can be customized to suit client needs. Therefore, it can be much more relevant, insightful and effective compared to off-the-shelf indices