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Moms: What Drives Their Food Decisions?

Today, Cymfony announced its new syndicated solution, Cymfony Insights: Moms & Nutrition. As the lead analyst for this endeavor, I want to share my excitement about why it is so critical to follow this growing segment of online moms.

Moms are some of the most highly engaged individuals in social media, and they constantly talk about food. Online dialogue about food surpasses the one million per month mark, presenting a wealth of data that glean insights related to barriers and drivers to purchase decisions. Aggregating millions of social media posts from key mom forums, blogs and social networks, Cymfony segmented and analyzed this data to better understand the concerns and motivations of moms. A teaser of our findings include:

  • Moms are primarily driven by nutrition then money, but this prioritization shifts in the case of dinner;
  • Working moms and stay-at-home moms have different levels of sensitivity towards time; and
  • There is a gap between the ideal state of mind reflected in blogs compared to the status quo portrayed in forums.

These findings and more provide building blocks for brand communication strategies based on the real world challenges of an audience that is becoming the key decision maker in the household. Stay tuned for more bite-sized morsels from the incredible conversation buffet.

Posted by Cathy Buena on June 16, 2011 at 12:08 PM | Email this post Permalink

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