Your survey might be representative… but of what?
“We need a representative sample…” These are words we at IOM hear daily. But how many people really understand what a representative sample actually means? And more importantly, how can you …
News
A Grand Market: 5 tips for marketing to grandparents
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 …
Brands and the first-time mum
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 …
5 behavioural economics principles you can’t afford to ignore
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 …
Ditching Amazon Could Reduce Your Christmas Present Spend by 20%, IOM study finds
Parents could cut their Christmas present spend by 20% if they ditched Amazon, a study by the Institute of Mums has found. Parents in the UK will spend £2 billion …
Marketing children’s clothing to mums
Marketing to mums requires more thought and creativity than ever. Today’s mums are shopping savvy, turning to magazines, websites, and blogs to find the latest must-haves, compare prices, and read …
Conducting market research with children
Until quite recently, many marketers scoffed at the idea of conducting qualitative research among children. Efforts were focused on the parents who ultimately paid for things. Today, however, products and …
Brand advocates and word of mouth marketing
Smart marketers have long understood that word-of-mouth recommendations from consumers—“brand advocacy”—have greater impact on sales than any other source of information. “I told two friends. And they told two friends. …
YouTube Holds Mum’s Attention
One third of British mums use YouTube to research which products or brands to buy, according to the UK YouTube Audience Report 2015. The research provides insight into the behaviour …
‘Tis the Season
Mothers are the key demographic to reach to ensure a successful holiday shopping season for retailers. They hold a disproportionate amount of responsibility for gift-buying duties, with more than 70% …