There are over 14 million grandparents in the UK, and many of them have very deep pockets. Not only are many still working, but they are a goldmine if your …
What We Do
Good quality research hinges upon recruiting the right respondents. We understand that survey panels have their limitations, and so have worked hard to build a strong social media presence that we can leverage to gain access to parents who would not normally take part in market research. This enables us to deliver you with cost-effective yet reliable and robust data that is more representative of your target audience.
We pride ourselves in understanding the markets we serve. With over a decade of experience analysing and conducting market research into the family, youth and baby markets, you can be assured that whatever your project requirements, we will have the flexibility and expertise to meet your needs.
At IOM, we look beyond the numbers. Drawing from the latest findings in behavioural economics and cognitive science, we incorporate a variety of consumer-centric approaches into our work that enables us to tell you what your customers are doing, and more importantly, why they are doing it.
Surveys from as little as £1.75/response
Example Survey Prices
(prices exclude VAT)
- 10 minute survey
- 500 completed responses
- UK mums aged 21-50
- Headline findings
- Full table of results
- 15 minute survey
- 1000 completed responses
- UK mums targeted by age of child (e.g. 0-12months / school-aged children / teens)
- Table of results & summary report
Professional Plus Survey
- 20 minute survey
- 1200 completed responses
- Niche targeting (e.g. Mums who have bought a pushchair within the past 12 months)
- In-depth report & detailed analysis
Trusted by the media
Many of our clients use our research findings to secure media exposure. Whether you are looking for serious statistics on mums or something more light-hearted and fun, we will provide you with good-quality, data-driven research to strengthen your PR campaign and generate interest amongst your target audience. We even have a former journalist on our team who can help with idea generation, news copy writing and media distribution.
Institute of Mums is a full-service market research firm, specialising in baby, child and family research. We offer both qualitative and quantitative services, ranging from market sizing and brand tracking to online focus groups, depth interviews and surveys of mums, dads, kids, grandparents, and other family members.
Head Lice Survey
Car seat safety
"True experts in baby, child and family research"
News and Musings
You’ve arrived home with your first, newborn baby… the front door closes… then it hits you – you’re on her own! Where’s the midwife? Where’s the nurse? This is a …
Drawing on the fields of economics and psychology, behavioural economics is currently one of the most popular ideas in consumer studies. This is because understanding how and why people make …