Abstract:

Motherhood is a turning point in women's life where almost all their habits change. A perfect understanding of these changes is a challenge for consumer goods companies and researchers, to better define marketing strategies. Behavioral online research must overcome this challenge. We aim at presenting a study conducted in Brazil on pregnant women and mothers of children up to 4 years old. Their online behavior on different subjects, tracked by means of an online meter, unveiled their priorities and how Internet provides them with information and guidance in bringing up children in today's world. We will show the audience how online metering, along with the appropriate analytical methodologies, makes it possible to use the traces left in the online environment to understand the offline behaviour.