Opinion Parties are a fun and innovative research methodology where moms talk to other moms without marketers in the room. They’re a chance for moms to open up and get real without anyone watching. Moms are better, stronger and certainly more opinionated when they’re together with their friends. In order to ensure their own success, they constantly channel the advice, opinions and experiences of other moms they admire and respect.
It’s not easy to get real, honest answers from moms in traditional research settings. Which is why Opinion Parties remove the researcher and the research setting. Real friends get together in their real homes to talk about real life with the goal of effecting real change. Moms have plenty of opinions about anything and everything. It’s time to get those opinions out and make them count.
Because marketers are not present at Opinion Parties, there’s no need to take the time or spend the money to travel across the country. Parties can be thrown from coast to coast in the same week, and even on the same night. This allows for greater geographical coverage at no additional travel cost.
We recruit a mom based on very specific screening criteria according to the project’s specific goals and objectives. Our host mom then recruits 4-5 of her like-minded mom friends and invites them over for an evening of comfortable and casual conversation. The goal is to let her lead the way so the experience is hers.
We arm the host mom with the resources she needs to do a great job and foster a compelling conversation with the other moms. This preparation includes a one-hour training session on how to manage the evening’s content and flow.
The party is designed around specific objectives and goals. In order to get the most out of the experience, we provide the host mom with a variety of tools, activities and exercises to keep the conversation going.
Throughout the party, the discussions, games and moments are documented with both still photography and video so the insights and emotions can be accurately captured.
The host mom returns all the activities, exercises, pictures and video for analysis. A debriefing with the host mom is then conducted to determine what she heard and what she learned.
A customized deliverable is put together based on the project’s goals and objectives. The result is a rich portrait outlining the very honest, authentic and uninterrupted conversations moms are having about a particular product, category or topic.