ASIA-PACIFIC – SHANGHAI, CHINA, MAY 8, 2011 – Premier Chinese parenting website babytree.com and Ogilvy & Mather China have launched the China Moms’ Happiness Index (CMHI) – the first online indicator established to measure the happiness and well-being of mothers in China.
The CMHI provides in-depth analysis of factors contributing to Chinese moms’ happiness and other news and information regarding developments in the maternity and baby markets. The CMHI will help companies and organizations to have a more precise understanding of the needs of mothers in China.
The babytree.com website will post surveys designed by Ogilvy and invite its more than six million registered users to respond to questions on a wide range of parenting topics. Each month new index results will be published, providing insights into the lives of both working mothers and stay-at-home moms. Ogilvy will then analyze the data and offer insights on the implications for marketers and employers, as well as suggestions for how to put the findings to work.
Kunal Sinha, Chief Knowledge Officer, O&M China, said “In 2009 Ogilvy Discovery launched an in-depth exploration into the mindset of the modern mother in China for our report “Mum’s the Word”. What we found was that many mothers in China feel marginalized by both their representation in society and the current marketing discourse. Essentially, brands are falling short of connecting with them. The China Moms’ Happiness Index will help brands find effective ways to solve mothers’ real life problems and improve their quality of life.”
To encourage more people to participate, babytree.com will also initiate online discussions to gain valuable perspective on moms’ purchase decisions and usage behaviors of various products such as baby clothing, formula, toys, maternity necessities, as well as products such as digital cameras and automobiles.
More than 3000 moms participated in the first survey now on babytree.com on the challenges that new mothers face when they return to work.
View the China Moms’ Happiness Index at www.babytree.com/survey2011.
