Word of Mum will launch in January and will replace Bounty’s former consumer panel via Research Now.
Bounty says the Word of Mum panel will be representative of young families from new mothers to families whose youngest child is four years old.
Researchers will have access to a “deeply profiled” panel of consumers via EasyInsites’ EasyExchange platform. Profiling will include time-sensitive data, children’s ages, and panelists’ retail relationships and media consumption.
Through online qualitative and quantitative methods, including mobile and webcam, families will now have more flexibility to participate in research.