Emap Esprit to launch next phase of parenting research

by Alex Donohue Brand Republic 12-Feb-07, 08:00

LONDON - Emap Esprit, publisher of Mother & Baby and Pregnancy & Birth, has appointed brand research agency Metrixlab to launch the next phase of its research programme into brand buying habits in the parenting market.

The publisher said that Insight for Marketing through Understanding Mums, or Imum, was a continuous research study that would aim to formulate more effective brand and communication strategies targeting parents.

Imum Wave Two has been designed to identify when and why mothers switch brands, and it claims to have pinpointed five key moments when advertisers will be able to effectively target mums and attract customers away from competitors.

Dani Zur, publisher at Emap Esprit's parenting portfolio, said: "The main objective of Imum is to deepen advertisers' understanding of mums in order to create more effective brand communications.

"With Imum2 we have increased the scope and looked at mums' brand experience post-purchase, enabling advertisers to identify when mums are most receptive to advertising messages and which media channels will most effectively engage with them."

Emap Esprit said Imum2 could also be used as a tool to select the right media discipline for specific campaigns, and look at the impact parenting magazines have on the brand choice process.