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BizReport : Research archives : July 03, 2007

What do moms really, really think?

Are you trying to fathom out what moms really think? If so, MarketTools’ new market research solution could be just what you’re looking for.

by Helen Leggatt

markettools%20logo.jpgWebsites such as Moms Online and iVillage have been around for some time, but “Moms Insight Network” (MIN) purports to be the first of its kind. It has been set up with market research in mind. With consumer opinions increasingly shaping products and services, marketers increasingly desire access to this valuable resource.

"Moms can be distrustful of marketers and often turn to one another for advice and product suggestions rather than blindly believing advertising and marketing messages,” said Emily Morris, MarketTools' Director of Product Marketing, Panels and Communities. “By providing a natural forum for moms' conversations, and letting marketers interact with them, we're helping companies get smarter about moms to provide more targeted products and services."

In return for $80,000 for an annual subscription, or $24,000 per quarterly subscription, marketers receive a quarterly report from one category plus are eligible to conduct one survey per quarter. MIN works in partnership with a blog monitoring and analysis company, and monitors text-based conversations and content across 50 million websites.

Apart from the web analysis and reporting, marketers have access to a community of around 10,000 online moms via the “ZoomPanel Moms” feature. Marketers can become involved in the community and seed conversations, conduct polls and undertake surveys.

Categories covered within MIN include home and garden, personal care and beauty, travel, shopping and retail and electronics, amongst others.

Tags: market research, moms, online community, online survey

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