This is target market research I did on "The Modern Mom".

1. THE MODERN MOM: RESEARCH FINDINGS
MAI , HARINI, & KAILA

2. MODERN FAMILY: OVERVIEW
• Segment defined by Time Warner Cable.
• “Young affluent home owners, most with
kids, who are extremely tech savvy and
willing to spend on services”
• MM Head of Household is between 18-59.
• 48% of Head of Households are between the
ages of 18-49 in the US.
• High Internet Engagement

3. MODERN FAMILY: OVERVIEW

4. WHAT DOES OUR USER LOOK LIKE?
 Female
 Married
 Two children
 Age: 25-45
 Upper middle class ($70k-
120k)
 Successful professional
(i.e. Project manager at
advertising agency)
 Highly educated (at least a
Bachelors degree)
 Tech-savvy
 Hobbies: Loves DIY, travel
and entertaining.
PROFILE VALUES
 Health and Safety
 Saving time
 Simplicity
 Value-Quality vs. price
 Child enrichment
 She puts family first
 Indulgence (“Me time”)
 Relationships
(belonging and
connecting)
 Purchase decisions rely
on her trusting the
brand.
“The health and safety of their children is number one. They want
to feel that companies sincerely care about family health and well-
being.” (MediaPost, August 2014)

5. WHY MILLENNIAL MOMS?
THEY ARE A HUGE MARKET THAT MAKE PURCHASING
DECISIONS
 “Studies have found that US women control up to 85% of household
spending, meaning that 83 million moms represent 2.7 trillion dollars in annual
sending” (Punchbowl, 2013)
 83% of new moms belong to the “Millennial Mom” category (aka “iMom, Echo
Boom Mom, Gen Y Moms)
 Women initiate 80% of the home improvement purchases, and do most of
their pre-purchase research online rather than in-store. (Chicago Sun Times
2013)

6. WHY MILLENNIAL MOMS?
THEY LOVE TECHNOLOGY
 “These new parents have been raised on the internet, e-mail, SMS and IM and quickly adopted
Facebook and social networking in their teens or early 20s.”
 “In a recent study of over 1,000 people that included 300 moms and 300 college students,
conducted through Mr Youth’s RepNation word-of-mouth influencer network, a nearly identical
percentage of moms (49%) and college students (48%) agreed with the statement, “I am
enthusiastic about learning about the latest products and technologies”. More surprisingly,
moms are less likely than college students to feel overwhelmed by new technology and do
not feel that it complicates their lives (40% of moms to 45% of college students).”
 Social networking [for Millennials] is about more than using the latest technology. It reflects the
social and group-oriented nature of millennials…Millennial mothers use online communities,
websites, and blogs to get parenting advice or recommendations on products/services”.
 61% of moms own smartphones, which is 13% higher than the general population. (Punchbowl
2013)

7. WHY MILLENNIAL MOMS?
THEY LOVE TECHNOLOGY
 “Technology fuels mom economy”
 The smartphone has become a vital mom tool
 Millennial moms believe technology is a tool for bonding with their families
 They also believe the long term effect of technology does more good than bad
 They know that kids will use technology, and it is a great resource, so parents want to keep
updated and stay comfortable with technology so that the family can use it together
http://mccann.com/wp-content/uploads/2012/08/hi-res_Truth_About_Moms_for-web.pdf
http://www.childalert.co.uk/article.php?articles_id=468
http://www.spokesman.com/stories/2009/sep/28/wired-not-worried/

8. WHY MILLENNIAL MOMS?
THEY USE TECHNOLOGY
 “[Millennials] are early adopters and active users of technological fashion products.” (Roberts,
2006)
 U.S. moms spend an average of $822 on CE products each year and account for more than
half of their household’s total CE spending. (Consumer Electronics Association, 2010)
 “For Millennial Moms, sharing and participating in the conversation is fundamental: On
average, they spend 8.3 hours daily consuming media – more than Gen X moms, and the
amount of time spent on smartphones and tablets exceeds that devoted to PCs or
laptops”. (MediaPost, Feb 2014)
 “According to BSM Media, moms’ primary objective in utilizing technology is for scheduling
and to stay in touch with their busy families. In fact, 65% of moms utilize five or more separate
technologies each day including video, blogs and wireless devices to multi-task.” (Mr. Youth
and RepNation, 2013)

9. WHY MILLENNIAL MOMS?
THEY’RE LIKELY TO ADOPT WEARABLE TECH
 “Trend tracker and futurist Faith Popcorn, founder and CEO of the Brain Reserve, thinks…moms will
soon become some of the most fervent adopters of wearable and embeddable technology…for moms,
wearable technology will be adopted much earlier – likely in two to five years.”
 “’Moms may fantasize about unplugging, but she can’t and she won’t. Moms don’t want to be unreachable
by their kids, partners, parents or friends. If anything, she wants more info,’ said Faith. ‘Let’s face it, moms
often dream about being in two places at once. Wearable and embeddable technology is now being
developed that will allow us to (almost) do that. We are watching as everyone from sex-toy entrepreneurs to
scientists at MIT finding ways to “touch” long-distance. Technology will let her hug her loved ones even
when they are separated by thousands of miles.’
Link to article: http://www.mediapost.com/publications/article/224938/the-embeddable-mom-of-the-future.html
Link to video of “Flying to the Future”. The part where she talks about the “Embeddable Future” is around 20 minutes, and the trend is called
“Me Medium”. http://.vimeo.com/92732568

10. WHY MILLENNIAL MOMS?
THEY COULD BE A GATEWAY INTO THE AGING MARKET
 64% of moms have read information posted about consumer electronics (CE) products and
retailers. Among these moms, nearly two in three purchased a CE device as a result, and
51% recommended friends or family make a purchase (Consumer Electronics
Association, 2010)
 “As older parents tend to adopt new technologies used by younger parents within their
play circles, Millennial Moms are influencing them as well.” (Mr Youth and Repnation
Media, 2009)

11. MARKET VALIDATION: ROUND ONE INTERVIEWS
 Last week, we interviewed 21 people who fit within the
“Modern Family” profile, were 34-55 years old, owned
their home, and had either a security system or home
automation system.
 Our purpose was for market validation: Is there a need or
desire for Reemo within the Modern Family? Is this a
feasible way for us to eventually reach the Aging in Place
market?
 Other takeaways
 Men found Reemo “cool”, while women found Reemo
“useful”
 33% of participants were mothers of the Modern
Family household
 100% expressed enthusiasm in utilizing Reemo tech
 19% of people said they did not want to wear
something on their wrist

12. MARKET VALIDATION: ROUND TWO SURVEYS
Who can you see using Reemo?
Why?
“It seemed very
interesting, would make
my life easier. Also it
would be cool to show
off. I see myself using
this.”
-Modern Mom

13. MARKET VALIDATION: ROUND TWO SURVEYS
Based off of the information we received from interviews, we decided to target a slightly younger
demographic in our next round of research. We collected data from 18-24 year olds (Millennials) and 25-45
year olds (Gen Xers) that have internet access, and owned their own home.

14. MARKET VALIDATION: ROUND TWO SURVEYS
Why would you adopt Reemo?
“It would give me more
time to do the things I
want to do and I'll sleep
better at night knowing
reemo will alert me if
there is a problem.”

15. TOP 25 FEATURES OF REEMO
Top 25 results
from the
Reemo
Feature
Survey
0 5 10 15 20 25 30 35 40
Dim lights
Turn TV channels or volume
GPS navigation
Food consumption tracking
None in communication and social media
Monitor heart rate
Control thermostat temperatures
Finding Reemo (in case you take it off and cannot find it)
Emergency response button
Alert you when there is a window/door broken
Universal remote
Turn TV on/off
Alert you when there is a door left open
Alert you when there is smoke detected
Turn lights on/off by pointing at them
Keycard access to work, gym, etc.
open/close garage door
Keyless entry to car
Wake up alarm
Activity levels and calories burned throughout the day
Pedometer (track steps)
Alert you when there is carbon monoxide present
Track your sleep
Track your fitness
Keyless entry to your house (no searching for keys)
54
%
54
%
59
%
61
%
61
%
63
%
63
%
63
%
63
%
65
%
65
%
65
%
67
%
70
%
70
%
70
%
72
%
72
%
72
%
74
%
74
%
78
%
78
%
80
%
83
%

16. OTHER DESIRABLE FEATURES OF REEMO
Other results
from the
Reemo
Feature
Survey

17. SINCE REEMO IS A WRIST-WORN DEVICE,
WHICH DESIGN WOULD YOU WEAR DAILY?
#1 #2 #3
#4 #5

18. HOW TO MARKET TO MOMS
 Second-wave feminism seems to be having a detrimental effect on the new mothers of today (who want
to be called “The real mom”)
 “real moms” now work, take care of children, do household chores, and still need to find time to have a
life outside of the home.
 The greater the opportunity to succeed, the greater the feeling they have of not measuring up
 Therefore moms want to be embraced for all of who they are (not just mom)
 They want marketers to give them permission to not be perfect
 They want things that will ease the stress and workload, so they have more time to focus on what’s
important

19. HOW TO REACH MOMS
 Mr Youth’s recommendations on how to
reach the millennial mom market.
“Today, Millennial Moms have quickly
become technology’s early adopters, uber
social connectors and a powerful online
voice. The implications of the changes
cannot be underestimated.”
(Mr Youth and Repnation, 2013)

20. NEXT STEPS
 Verify important Reemo features to offer with this segment through our current survey
 If we do decide to go forth with this target market:
 Conduct trend research in the following:
 Color (in both fashion AND accessories, for men and women)
 Accessories (watches, bracelets; for men and women)
 General fashion trends (in case they could be applicable to our design)
 Zeitgeist trends
 Conduct trend research in technology, particularly with smartphones and wearables
 FuelBand, FitBit, Apple iWatch, and MisFit
 Pin down materials, color offerings, and shape/form of product.
 Design, design, design!