Who we spoke to
  • 7 vetted mothers
  • Have children under 3 years old
  • 24 - 38 years old
  • Residents of India
  • Urban dwellers
  • Engagement in November 2019
Topics we focused on
  • Information gathering practices of "new" mothers
  • Role of female-centered networks in early childcare
  • Purchasing habits for babycare products
  • Influencers in the lives of new mothers
Questions we asked
1. What does a mother's support network look like?

Analysis:

Mothers equally relied on their support networks and online research to get answers to pressing questions about their child’s needs. The degree of reliability on each varies with time since mothers with older infants are more likely to trust online sources as compared to mothers with newborns.

Primary data:

"The WhatsApp group is more for advice and practical tips rather than emotional support but if someone needs emotional support on the group I always reach out and then share my experiences." -Piyali, Working mom
"I just go online and see the craziest of things... First child so don't know much but Google is so apt 😀." -Rashi, Working mom

2. What is priority for new mothers with children under the age of 6 months?
To access this content please share your details.
3. What is priority for new mothers with children between 6 - 12 months of age?
To access this content please share your details.
4. How do mothers make buying decisions when they are still pregnant?
To access this content please share your details.
5. How do mothers make buying decisions when their child is under 6 months old?
To access this content please share your details.
6. How do mothers make buying decisions when the child is over 6 months old?
To access this content please share your details.
7. How does the age of the child impact the kind of information mothers seek?
To access this content please share your details.
8. What is the first point of contact for new mothers getting information around babycare?
To access this content please share your details.
9. Other than family, where do mothers go for information around their newborn's care?
To access this content please share your details.
10. How do new mothers self-educate?
To access this content please share your details.
11. What is the biggest challenge new mothers face while buying babycare products online?
To access this content please share your details.
12. How do mothers leverage WhatsApp?
To access this content please share your details.
To access this content please share your details.
To access this content please share your details.
To access this content please share your details.
* We use pseudonyms to protect participant identities.
Methodology
Our process is 100% digitally driven. We connect with audiences online and use hybrid methods (qualitative and quantitative) to uncover their lived experiences. Learn more about our methodology here.
Other reports