THE WIDER BUSINESS SPECTRUM
Digital moms
Cheryl WilburLeslie Rimmer
Abstract
Online panels provide researchers with a range of tools for obtaining customer feedback in a time-sensitive and economical manner. The success of the panel comes, in large part, from the commitment of the client and supplier team to closely monitor the panel, respect panel members, constantly improve the website to keep members engaged, and be responsive to business needs. To illustrate a panel’s key benefits of timeliness, affordability, and actionability, we will describe in the Business Needs session a case study from the dual perspective of client and supplier. Owned by The Parenting Group (a division of Bonnier Corporation) and managed by RSG Inc., MomConnection© is a thriving panel community of over 5,000 mothers and soon-to-be-mothers of young children. We will show how The Parenting Group has successfully leveraged MomConnection© to support editorial planning and add value to its advertising programs. Now in its sixth year, the panel reflects rich data from more than 200 surveys and enables quick-turnaround yet advanced research capabilities such as ad/concept testing, product testing, and brand positioning.
Cheryl Wilbur
Cheryl Wilbur is Director of Strategic Insights at The Parenting Group. In her role as head of the company's marketing research efforts, she oversees the consumer and business intelligence gathering for the publishing and editorial staffs of the Parenting and Babytalk brands. Trained in media at agencies such as Ted Bates and Grey, she honed her planning skills on the client side at Seagram, and then focused on the research discipline at American Express Publishing, Martha Stewart Living and Condé Nast. Cheryl has spoken on the mom market for wide variety of consumer product and academic groups.
Leslie Rimmer
Leslie Rimmer has been with RSG Inc. for more than 20 years. As the director of the firm’s Market Research practice, she plays a pivotal role in the development of innovative survey technologies and directs a number of panel and research projects. In addition to her work with Bonnier Corporation, Leslie manages several other online research panels and leads the management ad hoc research projects for several Fortune 100 companies, including Ford Motor Company, Time, Inc., and American Express.