Edison “Research Moms” present at Marketing to Moms conference

Health Media Network and The Research Moms of Edison Research teamed up to present “Moms Point of View at the Point of Care” at the Marketing to Moms conference in New York City on Tuesday, October 6, 2015. The presentation showcases data from a national research study that focused on the health journey of Moms with children age 2 and under.

Follow The Research Moms on Twitter @researchmoms or contact them at info@researchmoms.com.

Edison “Research Moms” to present at Marketing to Moms conference

POVatPOCheart2Health Media Network and The Research Moms of Edison Research have teamed up to present new research on Moms. They will be unveiling the results of a national research study, “Moms Point of View at the Point of Care” at the Marketing to Moms conference in New York City on Tuesday October 6, 2015 (http://m2moms.com). The study focuses on the health journey of Moms with children age 2 and under, and includes valuable insights on Mom as a consumer, what influences these Moms, and more.

The presentation also features video excerpts from in-person interviews with moms talking candidly about the challenges of caring for a young child and where they find the support they need. Follow The Research Moms (@researchmoms on Twitter, and at www.researchmoms.com) for updates during and after the event.


the involved mom

At any given time, a mom has her hands full with schedules, routines and day to day organization of her family. A master at keeping crisis in check and knowing what’s what 24/7, she is constantly absorbing information from her children about their friends, activities and school. No matter how busy life gets, mom has a seemingly endless capacity to take in and take on even more. This is put to the test at the end of every summer, when we gear up for the return to school.

When the packets of school information arrive in the mail, children anxiously check with their friends for class placement while mom gives the evil eye to the pile of documents that need to be completed by the first day. It is the beginning of the school year madness, which involves homework, sports practices and the carpool, and all of which put mom right in the mix. Regardless of how much paperwork, driving or brain power is required, mom will still manage to be heavily involved in activities concerning her children. This is evidenced in data from a study by The Research Moms where we see consistency in mom’s involvement, especially in the tween and teen set.

Nearly all moms (96%) who have a child in school between 6th and 12th grade said they are at least somewhat involved in the extracurricular activities of their children, with 47% saying they are very involved. This involvement can come in many forms. Whether cheering on the sidelines at every soccer game, manning the snack bar at the little league field or driving to chorus practice, it all counts and mom pitches in when and where she can.   Even working moms share that same level of engagement, with 48% saying they are very involved with the extracurricular activities of their children. Additionally, nine out of ten moms report being at least somewhat involved with the friendships and social activities of their children. With children in middle school through high school, that can mean a lot of angst and drama, which also means a lot of advice being doled out from mom.

It isn’t just the extracurricular items that mom gets her hands in. She is also heavily involved in what’s going on with school itself. Ninety-five percent of moms with a child in school between 6th and 12th grade said they are involved with schoolwork and grades, with the majority (62%) being very involved. More than half of working moms (52%) said the same for their participation in class selection and scheduling, which is higher than the 45% of all moms and 31% of stay-at-home moms who said they are very involved. Even though moms have plenty of responsibilities, including many outside the home, these women remain looped in with their children and their day to day happenings.

How the study was conducted:

The Research Moms conducted a national online survey of 540 mothers with children age 21 and under in 2015.


(c) Freefoto.com

Back to School

By: Laura Silvia

As much as the majority of moms have enjoyed having kids out of school for the summer, back-to-school time is upon us. And there is no shortage of articles and posts about it, from the heart-wrenching to the informative and everything in between.

We at The Research Moms asked our sample of moms who have a child in school from Kindergarten through 12th grade about their stress level at back-to-school time, and 63% said they have “a little bit” of stress, while 7% said their stress level is “off the charts.”  That’s 70% of moms feeling some level of stress about their children heading back into the classroom.

And that stress is understandable. Schedules are changing and calendars are filling up.  There are supplies that need to be purchased, forms that need to be filled out, and alternative care that may need to be arranged before or after school. There may be a transfer to a different school or the first time riding the bus. All of these items – and more – add to mom’s stress level at back-to-school time.

Back To School (1)

One of the biggest contributors to mom’s stress may likely be the stress level of her children.  Moms are typically right on the pulse of their children’s emotions. A mom can often decipher how her children are feeling from a single look or a one-word answer (maybe not so much for teenagers, but that’s a different story). If her children are feeling stressed or apprehensive about the school year, mom is going to feel it.  Most of us have felt some amount of fear or anxiety at back-to-school time as kids, and so moms can relate to what their children are feeling. If children are feeling stressed about going back to school, that compounds mom’s stress level.  Lunches will get figured out, bags will get packed, but there isn’t a quick or easy way to alleviate children’s fears or anxieties about school. Much of that is in the hands of their teachers, and it can be difficult on moms to hand over their children – and their control of the situation. But it has to be done.

The good news is that this is likely temporary. By the time everyone settles into the new routine, these stresses are a distant memory.  Steer clear of reporters who may make them cry, arm them (and yourself) with information if they are nervous about the adjustment, and keep doing the best job you can.  And to the 7% of moms whose stress level is “off the charts,” there’s always chocolate.

School bus cover image from freefoto.com.

Streamed Vs. Broadcast Media: Consumption by Demographic


Data from the Edison Research Share of Ear(tm) study, Q2 2105. For more on these data points, see Larry Rosin’s article on The Infinite Dial. To subscribe to Share of Ear, contact Edison.