Citizen Mom spent a year talking, studying and listening to Canada's most desired
TORONTO, Oct. 17, 2013 /CNW/ - Citizen Optimum released today its
Citizen Mom report, revealing a year of research investigating the real
lives of real Canadian moms and what brands need to know to reach them
effectively. Results offer a reality check to brands that think they've
created a space for a more realistic picture of family life to emerge
in their marketing. Instead, moms let us know there is a need for
brands to deliver a more three-dimensional, complex picture of mom,
rather than the myth of Super Mom.
"The study revealed a unanimous sentiment from moms across the board.
They have many vital relationships, they want to be acknowledged, they
want some public empathy but don't want to be told they need more, "
says Nick Cowling, General Manager, Citizen Optimum. "Communication
with this increasingly important group of women can be enhanced by
common-sense principles like judgement-free straight talk, engaging
dialogue and some corporate empathy."
Citizen Optimum partnered with AskingCanadians™ to develop an innovative
research methodology to unveil unexpected insights into Canada's most
influential consumer market: moms. The approach investigates the real
lives of real Canadian moms and what they can teach brands about how to
reach them effectively. The four-phased approach (asking, discussing,
listening and interpreting) engaged a targeted group of moms from
within the AskingCanadians online research community. Participants
shared in a research journey comprised of an online survey, virtual
focus group, social listening and data analytics as a means to enable
moms to tell their own holistic story about their lives as leaders in
their families and in the market.
"In an age when brands are trying to connect with, and listen to, their
customers, AskingCanadians empowered Citizen Optimum to develop an
innovative research methodology to dialogue with this highly-valued
segment of consumers," said Adam Froman, CEO, AskingCanadians. "This
new and innovative method of conducting research with moms in our
AskingCanadians community allows brands to better understand how to fit
into the lives of moms and to use that insight to communicate the right
messages to them."
Throughout the process, moms welcomed our questions, and we welcomed
their candour. Using this multi-layered dialogue, we heard directly
from them about their experience, replete with uncensored emotion. Key
insights provide a fresh approach to how this audience interacts with
INSIGHT #1: Brands that Unite Increase Reach and Revenues
Whether working or at-home, moms toil under the constant burden of myth
and judgment from others. Working moms have their level of commitment
challenged, while at-home moms have their choices questioned. And if
this weren't troubling enough, often the judgment is exacerbated by other moms.
Why? Perhaps because of their ambivalent relationship to the Super
Mom. The myth of the Super Mom is both the siren song of the motivated
parent and her Achilles heel. As moms everywhere confront the reality
that they are imperfect, their inner critic sometimes projects a harsh
eye on others. Brands that can break through the noise and dissension
by bringing moms of all stripes together are brands that win their
hearts and interest.
INSIGHT #2: It's Time for Brands to Re-think Aspirational
Cut through the myths about working moms and at-home moms, and you find
two groups that look more alike than different. Most moms are looking
for the same simple rewards: a smile, a hug, a sign that they are
making an impact. When they are feeling really indulgent, they might
seek an hour alone, perhaps with a book or a partner, or a meal free of
prying fingers. Moms don't necessarily want it all.Many feel that they
already have, and manage, it all. Consequently, brands need to be
careful not to make new demands on moms without alleviating any of
their other responsibilities.
There's no doubt about it, mothering is hard work. It's more thankless,
more disruptive and even more isolating than imagined. These women warn
about the influence motherhood can have on egos and relationships. But
they also revel in the simple rewards - a smile, a hug - signs that
they are making an impact. And they are quick to affirm one thing -
empathy and understanding make it all worth it. Stay tuned for more
from Citizen Mom.
INSIGHT #3: It's Not You, It's Mom. Really.
Finally, brands need to know that moms are not talking about them as
much as they might expect. Sure, they pipe up when a brand provokes a
response from them on their own brand territory. Like everyone else,
moms are "liking" and "following" brands in the branded social space
with the hope of a reward. But when it comes to the spaces that moms
control, they're talking about…themselves. In fact, our social
listening on the different mom archetypes found many who were using the
space to declare, and few who were using it dialogue. That is, moms
rarely asked questions or invited comment. More often, they made
assertions that reflected their convictions about parenting. True
dialogue was reserved for even more private spaces - email groups,
private forums and the like. To break down these barriers, brands need
to shift from talking at moms to talking with moms, to engage them authentically, and more importantly, to listen.
Stay tuned for more Citizen insights.
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. We own and
manage the AskingCanadians™ online research community, and its French
counterpart Qu'en pensez vousMC, which includes a panel of more than 250,000 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,
Walmart and PETRO-POINTS. 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.
SOURCE: Citizen Optimum LP
For further information:
For the complete Citizen Mom whitepaper, please contact Denise Gagnon at 416-934-8084 or firstname.lastname@example.org .