Vision

How are mothers child care decisions influenced?

A major consumer products organization wanted to understand how moms’ child care decisions are influenced and the resulting behavioral impact. Upstream was engaged to map the ecosystem of influence. Working alongside both research and marketing, Upstream analyzed qualitative data and developed an influence construct. It captured the core child care needs of mothers and matched the roles played to fulfill them, including influencers, behavioral triggers and channels. Upstream delivered a visual map of the ecosystem and several visual scenarios demonstrating actual dynamics of influence. These tools are being used to inform marketing and PR teams when, where and how to inject into social conversations.