Segmentation of Moms

1. SEGMENTATION APPROACH
• The purpose of this study was understand the key drivers of difference in how
moms manage their lives, their households, and interact with the world around
them.
• Values are better predictors of future behavior than demographics, and provide
richer insights into how moms make decisions and lead their lives.
• Based on MRI Doublebase 2010, respondent level data with an overall sample of
9214 moms: “women with children under 18 living in the household.”
• A 4 cluster solution was derived from over 700 attitudinal variables.
• Yields an actionable framework for marketers to understand, connect with, and
deliver value to each segment.
Tuesday, May 10, 2011

2. MOM ARCHETYPES
Change
Self-Knowledge
44 MM Group Belonging
Moms
Order MRI Doublebase 2010
n=9214
*Based on archetypes by Carl Jung and further work by Dr. Carol Pearson
Tuesday, May 10, 2011

3. MOM ARCHETYPES
Change
Self-Knowledge Group Belonging
Order
MRI Doublebase 2010
Tuesday, May 10, 2011

4. MOM ARCHETYPES
Change High
Profilers
20%
Self-Knowledge Group Belonging
Order
MRI Doublebase 2010
Tuesday, May 10, 2011

5. MOM ARCHETYPES
Change
Self-Knowledge Group Belonging
Cornerstones
21%
Order
MRI Doublebase 2010
Tuesday, May 10, 2011

6. MOM ARCHETYPES
Change
Self-Knowledge Group Belonging
Task
Masters
33%
Order
MRI Doublebase 2010
Tuesday, May 10, 2011

7. MOM ARCHETYPES
Renaissance Change
Moms
27%
Self-Knowledge Group Belonging
Order
MRI Doublebase 2010
Tuesday, May 10, 2011

8. DEMOGRAPHICS TELL ONLY SOME OF THE STORY
Renaissance Moms High Profilers
med age: 39 med age: 36
93K HHI 59K HHI
20% Stay-at-Home 18% Stay-at-Home
78% Caucasian 39% Caucasian
12% Hispanic 23% Hispanic
11% African American 32% African American
Task Masters Cornerstones
med age: 39 med age: 39
89K HHI 73K HHI
19% Stay-at-Home 23% Stay-at-Home
67% Caucasian 80% Caucasian
19% Hispanic 13% Hispanic
12% African American 9% African American
MRI Doublebase 2010
Tuesday, May 10, 2011

9. High-Profilers
8.7 MM (20%)
Extremely social and driven by how others perceive her,
she wants to look the part and always be in the know.
Kids: She is determined to provide her kids with the latest and greatest
products and experiences because it makes her feel confident that they’re
being well-prepared to succeed in life.
Home: Family and friends hang out in the den, where fun décor and games
like Wii and Guitar Hero intersect to create a lively atmosphere that’s
enjoyed by everyone.
Dream: Making it to the top of her profession would be the ultimate. She
craves that tangible admiration because she believes it validates her
success in ways that can feel impossible to do on her own.
QUICK DEMOS
36 median age
59K median HHI Media: At the end of the day, there’s no better way to treat herself than
43% sole parent
flipping on the TV for the latest style news, a feel-good movie, or a good
63% employed laugh. If she’s sitting down, she’s almost guaranteed to have a magazine in
49% employed full-time
18% stay-at-home her hands - whether finding out how to create 100 outfits for under $100
or reading up on the latest parenting advice.
39% Caucasian
23% Hispanic MRI Doublebase 2010
32% African American Guilty Pleasure: Credit cards.
n=1842
Prepared by The Martin Agency, 2011
Tuesday, May 10, 2011

10. High-Profilers
8.7 MM (20%)
MEDIA SHOPPING MOBILE
High Consumption
TV
Style
Oxygen
Lifetime
TNT
BET
MTV
South Park
Magazines
Vogue
Cosmopolitan
Essence
Discover
Parents
Scholastic Parent & Child
Online
Careerbuilder
Shopping.com
Radio
MRI Doublebase 2010
Rhythmic
Urban n=1842
Prepared by The Martin Agency, 2011
Tuesday, May 10, 2011

11. Cornerstones
8.7 MM (20%) The true backbone of her family, she prides herself as
being the ultimate source of strength that bonds her
loved-ones together.
Kids: Expressing incredible amounts of intangible, unconditional love and
support towards her kids is more than just a way to make them feel safe
and secure — it builds their confidence and self-esteem.
Home: The most social place in her house is the dinner table, where she
brings family together every night for physical and emotional
nourishment.
Dream: She would give anything to have some way of knowing that after
her kids grow up, they’ll live close to home. Certainly not in another time
zone.
Media: On the weekends, she looks forward to catching family-friendly
QUICK DEMOS
39 median age movies on TV that everyone wants to watch. Upbeat music she can sing a
73K median HHI long to in the car lifts her spirits throughout the day and provides a
30% sole parent positive vibe for her kids.
64% employed
46% employed full-time
23% stay-at-home Guilty Pleasure: Manicures and pedicures - not because of how the
polish looks, but how good it feels to get them. MRI Doublebase 2010
80% Caucasian
13% Hispanic n=1843
9% African American Prepared by The Martin Agency, 2011
Tuesday, May 10, 2011

12. Cornerstones
8.7 MM (20%)
MEDIA SHOPPING MOBILE
Medium Consumption
TV
ABC Family Channel
A&E
Animal Planet
Hallmark Channel
TLC
Magazines
Family Circle
Good Housekeeping
Woman’s Day
Online
FoxNews
Radio
Country
Oldies
Religious MRI Doublebase 2010
n=1843
Prepared by The Martin Agency, 2011
Tuesday, May 10, 2011

13. Renaissance Moms
12MM (27%)
Curiosity fuels her desire to explore the world and
experience everything she can. Every day, she strives to
learn something new and do something different.
Kids: She is always going out of her way to provide her kids with fun and creative
experiences that not only make for a great time, but also teach life lessons.
Home: The kitchen is the heart of her home, the place where everyone comes to
hang out (family, neighbors, friends, dogs, etc.), munch on the snacks she’s just
whipped up for fun, and enjoy each other’s presence.
Dream: A dream would be knowing that she and her family could go on an
adventure together, to somewhere they’ve never been before, every year, no
matter what.
QUICK DEMOS
39 median age Media: Whether she’s watching the funny YouTube video her friend sent, or
93K median HHI
flipping through Real Simple for inspiration on everything from easy workouts to
33% sole parent easy home updates, she looks to media as a way to treat herself and unwind.
70% employed
49% employed full-time
20% stay-at-home Guilty Pleasure: World Market for eclectic throw pillows, a fun new game, vintage
78% Caucasian
maps, a tasty bottle of olive oil, a new umbrella for the backyard, etc., etc., etc.
12% Hispanic MRI Doublebase 2010
11% African American
n=2488
Prepared by The Martin Agency, 2011
Tuesday, May 10, 2011

14. Renaissance Moms
12MM (27%)
MEDIA SHOPPING MOBILE
Medium Consumption
TV
Food Network/HGTV
Bravo/E!
Discovery Channel
National Geographic Channel
ESPN/CNN
Magazines
Better Homes & Gardens
Cooking Light
Everyday with Rachel Ray
Glamour
InStyle
Martha Stewart Living
Oprah Magazine
Real Simple
Online
WebMD/Amazon
YouTube/IMBd
Radio
MRI Doublebase 2010
Alternative /News
n=2488
Prepared by The Martin Agency, 2011
Tuesday, May 10, 2011

15. Task-Masters (33%)
14.4 MM (33%)
She takes an orderly and controlled approach to everything
she does, and measures the success of each day by the
number of things she’s been able to cross off her list.
Kids: One of the most valuable traits she seeks to nurture within her kids is a
sense of individualism and self-reliance. She wants them to always be able to
trust their voice from within, no matter what’s going on around them.
Home: Despite how her family feels about it, the purpose of organization and
routine is not meant to torture – it’s meant to help everyone be taken care of,
prepared, and where they need to be, when they need to be there.
Dream: To know how to be better at relaxing and letting things go (big and
small) – both for herself and her family.
QUICK DEMOS
39 median age
89K median HHI Media: She feels much better scooting around town, trying to shrink her to-do
list, than surfing the Internet or watching TV. When she’s in the car, NPR is her
34% sole parent
72% employed go-to radio station....she loves to make the most out of her driving time and
56% employed full-time learn on the go by listening to current events and educational programs.
19% stay-at-home
67% Caucasian
19% Hispanic
Guilty Pleasure: Wine. MRI Doublebase 2010
12% African American
n=3041
Prepared by The Martin Agency, 2011
Tuesday, May 10, 2011

16. Task-Masters
14.4 MM (33%)
MEDIA SHOPPING MOBILE
Low Consumption
TV
CNN/MSNBC
Golf
Magazines
Shape/Food & Wine
Fortune/In Style
New Yorker
Wine Spectator
Architectural Digest
Online
Facebook
CNN/NYT
Expedia
Radio
Public/News
MRI Doublebase 2010
n=3041
Prepared by The Martin Agency, 2011
Tuesday, May 10, 2011