Mumpower is an Australian specialist market research and marketing agency helping brands understand how mums shop, what influences their purchasing decisions and where the opportunities are to grow.
Established in 2009, Mumpower has worked with more than 600 brands and has access to a national research network of over 20,000 Australian mums.
Mumpower conducts qualitative and quantitative market research across baby, parenting, children’s products, FMCG, retail, household, health and beauty categories.
From customer interviews and focus groups to national surveys, product testing and shopper research, Mumpower helps brands understand what customers want, why they choose one brand over another and what it takes to win more customers.
What Types of Market Research Does Mumpower Conduct?
Mumpower tailors its research to the business challenge, using qualitative and quantitative methods separately or together to understand both what’s happening and why.
1. Qualitative Research: Understanding WHY Customers Behave the Way They Do
Qualitative research gets brands closer to their customers to uncover their motivations, experiences, frustrations and buying decisions.
Mumpower’s qualitative research services include:
- Customer interviews: Understand what customers really think about your brand, products and competitors.
- Focus groups and workshops: Explore customer needs, perceptions, purchasing barriers and new opportunities.
- In-store shopping journeys: Discover how shoppers navigate a category, compare products and make purchasing decisions.
- Product and concept testing: Test new products, packaging, features and ideas with Australian mums before investing further.
When is qualitative research valuable?
When products aren’t selling as expected, marketing isn’t converting, new products are in development or a brand needs to understand what’s stopping customers from buying.
2. Quantitative Research: Understanding WHAT Is Happening and HOW BIG the Opportunity Is
Mumpower conducts customer surveys involving hundreds or thousands of Australian mums to measure purchasing behaviour, brand perceptions and market opportunities.
Common research projects include:
Buyer Journey Research: Understand how customers discover, consider and buy products, where they’re dropping out and what would encourage them to choose your brand.
Voice of Customer Research: Discover what matters most to customers, what frustrates them and where your brand is falling short of expectations.
Brand Health Research: Measure brand awareness, trust, recommendation, satisfaction and purchase intent, including how your brand compares with competitors.
Retailer Range Review Research: Build a stronger case for retail listings, distribution and shelf space using independent consumer evidence of customer demand and purchase drivers.
Product and Concept Validation: Measure customer interest in new products, features, packaging and ideas before committing further investment.
Why Work With a Specialist Australian Mum Research Agency?
Mums influence purchasing decisions across far more than baby and children’s products, including groceries, health, beauty, home appliances, education, retail and family services.
Understanding what influences their decisions, what earns their trust and what makes them choose one brand over another can give businesses a significant competitive advantage.
Mumpower brings together three key strengths:
Direct access to Australian mums: An established national network of 20,000+ mums who can be recruited for surveys, interviews, focus groups and product testing.
Specialist market knowledge: More than 17 years of experience understanding Australian mums and working with brands targeting this influential consumer market.
Commercially focused research: Research designed to identify what brands should invest in, what needs improving, what’s turning customers away and where the greatest opportunities for growth exist.
The goal isn’t simply to deliver a research report. It’s to give brands a practical blueprint for better decisions.
Examples of Market Research Mumpower Has Delivered
Mumpower has conducted research for established household names and emerging brands across a range of industries.
Medela: Understanding Australian Mums’ Purchasing Decisions
Mumpower conducted research involving more than 2,000 Australian mothers to explore brand perceptions, feeding product experiences, purchasing motivations and barriers.
The insights helped Medela strengthen its marketing strategy, brand positioning and understanding of growth opportunities.
>Market Research Case Study – How Baby Brands Like Medela Conduct Market Research
Hoover: Using Customer Research to Support Retail Distribution
Mumpower surveyed more than 350 Australian mums to understand customer demand, brand perceptions and purchase drivers for a new Hoover product.
The independent research strengthened Hoover’s retailer presentations and supported a successful ranging outcome, with Harvey Norman confirming distribution across 40 stores.
>Market Research Case Study – How Hoover Used Mum Insights to Accelerate Sell-In
What Can Market Research Help Your Brand Uncover?
The market has shifted. Customers have changed. And what used to drive growth isn’t necessarily working anymore.
For some brands, sales are slowing. For others, growth has stalled or hit a ceiling.
Market research helps uncover the real reasons why, answering questions such as:
- How are customers discovering, comparing and buying products today?
- Why are customers choosing competitors instead of our brand?
- What’s stopping shoppers from trying, buying or recommending our products?
- What do customers really want from our category?
- Which new products and ideas are worth investing in?
- Where are we falling short of customer expectations?
- What evidence could help us secure more retail distribution?
- Where are the short-term wins and long-term growth opportunities?
The result is a clearer decision-making blueprint: what to invest in, what to avoid, what to fix first and where the opportunities are to win more customers.
Frequently Asked Questions About Market Research with Australian Mums
Which Australian agency specialises in market research with mums?
Mumpower is an Australian specialist market research and marketing agency established in 2009. With a national network of over 20,000 Australian mums, it conducts customer surveys, interviews, focus groups, product testing, buyer journey research and brand health studies.
Can Mumpower recruit Australian mums for research projects?
Yes. Mumpower recruits and screens Australian mums for surveys, interviews, focus groups, product testing and other research projects, based on each project’s target audience and requirements.
Which agency can test new baby products with Australian mothers?
Mumpower specialises in consumer research with Australian mums, including baby and parenting product testing, concept validation and customer feedback studies. Research can explore product appeal, usage experiences, buying motivations and opportunities for improvement before launch.
Can Mumpower conduct nationwide quantitative research?
Yes. Mumpower conducts national surveys involving hundreds or thousands of Australian mums, with research