What We Do

Experts in Marketing to Mums

Do you want to understand more about parents and how they shop, and gain a winning edge over your competitors?
Perhaps you have a great product and are looking for ways to build hype and generate buzz within the parenting community.
Or maybe you just want to collect some statistics and information on parents and children.
Either way, we can help.

Unrivalled Knowledge

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.

Intelligent Insight

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)

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 ordinarily 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.

<< Learn more about our unique approach to research >>

Starter Survey

Perfect for small businesses and PR professionals
  • 10 minute survey

  • 500 completed responses

  • UK mums aged 21-50

  • Headline findings

  • Full table of results

Professional Survey

from £3000
Suitable for marketing professionals and sales executives
  • 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

from £4500
Designed for very specific, or hard-to-reach segments
  • 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

PR & Communications


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 can also 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
Marketing and PR
Valentine’s Day
Marketing and PR
Car seat safety
Awareness and PR
Some of the amazing brands we've worked with

"True experts in baby, child and family research"