In recent years, awareness within consumer products companies has increased. Fifty-five percent of millennial moms are asked for their opinion about purchase decisions, compared to 39% of total moms. Mothers have always been powerful women within the household. But for decades corporations overlooked the power of mothers as product developers, consumers, and influencers. Thus focusing on using marketing techniques and getting opinions from millennial moms, would help organizations.
Katherine Wintsch is at the forefront for moms as one of the nation’s leading experts on modern motherhood. Wintsch is a trusted consultant to leading Fortune 500 companies including Walmart, Kimberly-Clark, Unilever, and Johnson & Johnson. She helps them develop better products and services to make the lives of mothers easier while driving bottom-line growth.
Her sought-after research and expertise have been featured by The New York Times and the Wall Street Journal.
The Mom Complex
Wintsch’s company, The Mom Complex, offers unlimited services for organizations to understand mothers as consumers, employees and overall human beings. Their unique and proprietary research tools are helping brands understand the consumer buying experience, brand touchpoints, media ads, digital experiences, managing finances, and social behavior.
The Mom Complex has debunked several insights about mothers once held by consumer products companies. Some of their collective insights include:
- 75% of mothers are in the workforce, and most don’t have a choice but to work.
- Parents today spend 2x more time with their kids than previous generations.
- One in five meals is eaten in the car.
- The average dinnertime (at a dinner table) lasts 12 minutes.
- 80% of moms don’t know what they are having for dinner at 4 p.m.
- Millennials substitute snacks for meals twice as often as other generations.
Wintsch’s insights on unconventional research tool
One of their favorite tools is an immersive experience that we call The Mom Complex Innovation Summit. This is where companies learn everything there is to know about modern motherhood. This gives them a better idea to instantly generate actionable ideas for better products, services, and messaging. They also invite mothers to co-create alongside clients during Maverick Mom Workshops.
They have created an app called The Passion& Pain, that encourages mothers to document their daily lives on their smartphones. This app tracks what these moms are doing, which gives companies unprecedented access to consumer’s activities.
Popular, research techniques called opinion parties, fun, and effective alternative focus group. Here moms discuss their life, along with specific brands or products that they use around their homes.
Finally, Wintsch says,
“Sharing our research directly with mothers is one of my favorite things to do. I espouse my research and musings on motherhood via my blog In All Honesty. Also through regular speaking engagements including a TEDx talk on “The Mask of Motherhood” that’s been viewed over 30,000 times. I’ve learned a lot about the trials and tribulations associated with being a mother and I’d feel selfish if I didn’t share them with mothers around the world. Being a mom isn’t easy and it’s time we found the courage to talk about it honestly.”
Wintsch shared more information behind The Mom Complex’s unconventional research tools in an interview. Complete interview in Forbes.