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                The barometer of mothers of children aged 0-36 months       

The barometric reference study for baby marketing

Most recent results : 2008, available to subscribers

Three sets of data since 2006: results available, accessible to subscribers.

For every new edition (fieldwork in November): Call for subscription open for the introduction of new markets / themes, new questions, with or without exclusive results. - Special pre-launch offer -

Last new aspects of the study :

• A multi-country approach :

            Spain and Portugal : 500 mothers / country - introduced in 2008 (in sight of the needs of our partners) - 

• A complete baby and kids target

            Baby : 2,000 mothers of infants from 0-36 months - in France
            Kids  : 1,000 mothers of children from 3-14 - in France 

You would like to know more about the barometer of mothers of children aged 0-36 months offered by L’Institut des Mamans ? You have a specific problematic, questions to rest on the target ? You wish a specific estimate ? Contact us today.

Principle

• Complete decoding of the behaviour and purchases of the target
• Key data on the market / the area in which you are interested
• The profile and specific characteristics of your target / clientele, the competition
• Operational recommendations

 

Data collected

      Data studied include :

• Specific markets as baby hygiene and care – with the exception of nappies -, children’s textile market, toy licences ...
• Specific infant media : press, television ...
• Consumption and purchasing behaviour among mothers : trends of consumption, purchases made for the baby, privilleged circuits of purchase, brands bought mostly, ...
• Behavior on Internet of the mothers and their on-line purchases...

• ...

      Typical report for one market :

 

• Spontaneous (top of mind) and assisted notoriety of brands / trade names
• Brands used / purchased, used / purchased regularly, used / purchased most often > Level of change, of loyalty, of preference
• Criteria of choice (for the first purchase), for discovery of brands
• Influential / trend-setting criteria (for the brand used most often)
• Criteria for the development of brand loyalty 
• Purchase channels
• Mail order purchases, on-line purchases, etc.

Methodology :

Barometer – fieldwork in November -

Representative cross-section of 2,000 mothers of infants aged 0-36 months, for the fieldwork in France*

Representative of the country’s population of mothers of young children.

Self-administered questionnaire

On-line data collection

* 500 mothers per country in Europe

See the others study types :   The e-quizz The omnibus The barometer of mothers of children aged 3-14 years   The barometer of pregnant women