Digital moms – a research community, not a panel

Cheryl Wilbur
The Parenting Group

Leslie Rimmer
Market Research and Consulting, Resource Systems Group (RSG), United States


This paper presents the origins, development, and refinements of the MomConnection website from the client's perspective: the client/supplier partnership, challenges to implementation of the panel, and general features of the panel. The website is then discussed in some detail, including its content and the user experience. Told from the supplier's point of view, the MomConnection panel is placed into the context of its utility as a powerful communication, research, and business tool. The paper concludes with a presentation of lessons learned.