How Intelligent Listening Results in Stronger Connections Between Parents and Brands

ParentsandBrands offers a unique combination of highly engaged parents and marketing expertise. We continuously talk to and listen to our very active, articulate and engaged community of 6M parents. We call it “Intelligent Listening”. And it delivers insight that can really help build stronger connections between parents and brands, for mutual benefits and to avoid wasted spend. Read on to find out more.

Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.

Intelligent Listening

We listen to and have conversations with parents every single day to understand their perspectives on family life, how those perspectives are shaped and are changing as they continue their parent journey, and to understand the forces that influence and activate parents.

We use the insights gained ourselves regularly to sense-check and feed into content planning for Mykidstime.com, by giving our target audience useful content that we know they want and need. In turn this builds trust, enabling us to have key conversations with parents about all aspects of family life, exploring and identifying key issues and behaviours.

We call this “Intelligent Listening”.

Many brands and organisations do brand tracking, they might have an agency carrying out social listening, they might run focus groups, they might even pick up the phone and talk to customers they know. All of that is of course fantastic and necessary to feed into their strategy, marketing and communications planning.

But continuously sense-checking, continuously listening, continuously talking to your key consumers can be costly. Here at ParentsandBrands it’s part of what we do for our partners, sharing the insights we get from our trusted community to help them in turn to engage with and build trust with parents, one of the key consumer groups often overlooked by many brands.

Exploring the parent journey

We talk to and listen to parents in a number of ways; through panels on our private platform, through our social media channels, our emails and via online surveys. This has enabled us to engage with parents, build trust and to hear what they are saying helping us build an understanding of:

Parents’ perspectives of family life, and how this varies by different stages of children’s ages from birth to college and beyond.
The key factors that influence parents today (e.g. parenting through technology, running the family household, experience of parenting, mental health etc.)
What shapes and supports parents’ journeys (Family, friends, home, work, relationships to child’s school etc)
Parents’ priorities for family life

We then share the outputs through different channels and reflect on their relevance to explore interventions and solutions. We share these insights to help improve family life and the way that parents are communicated and marketed to, whether that be from private or public organisations. Our aim is to ensure that family products and services resonate with parents and are the best they can be.

What this means for organisations and businesses

Many businesses only see parents as spending on their children, they forget that parents are people too. Their interests, connections and spending power reaches far beyond just buying for their children.

We actively listen to what they tell us and delve deeper into the insights so we can understand what parents are currently experiencing, what their pain points are and we then use these insights to help organisations solve those pain points and connect to parents more meaningfully and intelligently. Building trust with this key market segment through the trust they have in us.

We understand what parents are going through, and we can use this insight to help organisations that want to connect to parents more meaningfully and to achieve key objectives for their organisation, whether that be to bring new parents to them, to engage them, to activate them to buy, to influence others through their wide network.

We help avoid that dreaded wasted spend. The product launch that failed. Market entry that didn’t deliver. Sluggish sales. Marketing and communications campaigns that just didn’t deliver the results.

Ultimately we help dive into what parents want and we help organisations and brands market to parents intelligently, to design products and services that parents want to invest in for themselves and their families.

Intelligent listening offers powerful insights that deliver rewards for both parents and brands.