As moms are so central to our economy and society, Ogilvy and eumom joined forces to research and record their behavior, beliefs and motivations. (We suppose you could call it a MOMNIBUS!). Using Ogilvy’s “Great Irish Reset” as its springboard, the results of the study reveal the mind and mood of moms in Ireland with specific reference to the seven Great Irish Reset trends.
In this report you will find much that you might expect, but also some that might that surprise you, suggesting that marketers should approach the modern Irish mom with more than a cup of milky tea and a bunch of preconceptions.
Research
In this study over two waves of quantitative surveys, we engaged with 3,300 moms and asked them to share details about their current mindset and behavior while also investigating their hopes, dreams and plans for the future.
The sample for the study was a nationally representative sample and the study was in field over two waves in October and December (2015).
The vast majority of eumom database members are married, they are mostly 30-40 years old and have one or two kids. They over index in comparison to all Moms in relation to their working status with 90% of our Moms being in employment.
