Custom research and strategy consulting for brands, nonprofits, and government agencies focused on moms and families.
We don't just know moms, we are moms, moms that are in the throes of motherhood, who intimately know this market not only because of our professional experience, but because of our personal lives: every minute of our lives is spent being moms, talking to moms, or thinking about moms. We are strong believers that this lived experience is a big advantage for the kinds of insights and innovation ideas that can fuel growth for brands— we're your research partner, but we're also your customer.
The MotherLens Origin Story
Revealing the authenticity of motherhood
For more than 15 years, I've helped organizations understand all kinds of people.
As the founder of BLS Research & Consulting, I've partnered with brands, nonprofits, and government agencies to uncover the insights that drive better products, services, and decisions. Throughout my career, I've believed the best research starts with listening deeply.
When I became a mother, I noticed a huge gap between what moms say in focus groups and what they reveal during authentic, vulnerable conversations with each other. Simply put, moms have a plethora of beliefs, needs, and desires that stay hidden—often because of shame, fear of judgment, or simply a lack of spaces where they can be fully honest.
My passion for supporting moms led me to become a perinatal mental health coach. Every week, I support mothers through pregnancy, postpartum, and the emotional transitions of raising young children. Those conversations have revealed that not only do mothers harbor unspoken thoughts and feelings, but many are navigating them alone, keeping these thoughts and feelings further shrouded in mystery.
I believe there is tremendous power in holding space for the authenticity of motherhood to emerge. In research, this perspective helps us ask better questions, uncover deeper insights, and ultimately help organizations create better products, services, and experiences that truly meet mothers where they are and speak to them in a way that connects, validates, and resonates.
The POWER OF MOMS
Moms are consumers. Employees. Voters. Decision-makers.
7 in 10
mothers with children under 18 are employed.
2 in 3
women voted in the 2024 presidential election.
59%
of U.S. discretionary general-merchandise spending comes from women.
Understanding mothers isn't relevant only to mom or baby-specific brands. Moms influence markets, workplaces, families, communities, and elections.
Moms as Consumers
Moms aren't just a demographic. They're a market force.
Mothers influence decisions across food, healthcare, education, technology, travel, beauty, financial services, entertainment, household products and more.
But understanding what mothers buy isn't enough. The real opportunity lies in understanding why they make the choices they do—and what they aren't saying out loud. We’ve advised dozens of consumer brands and organizations to use insights about moms to propel their business forward.
Moms at work
Moms are a powerhouse of talent in the U.S. workforce.
7 in 10 moms are employed, and a vast majority (79%) are full-time employees.
Moms face several unique challenges in their roles in the workplace that affect their morale, attrition, and performance. While companies are paying more attention than ever to the needs of moms, most fall short in truly understanding how to meet those needs and talk about them. We’ve helped companies understand the perceptions and needs of their mom employees and revise their policies to ensure moms can actualize their talents.
Moms in politics
Moms of young children are vastly under-represented in elected office, yet their perspective is sorely needed in towns, cities, and states all over the country. We help mom candidates with campaign strategy, including message development, and also have experience advising organizations that encourage women/moms to run.
Moms as voters
With women being more likely to vote than men, moms have more political power than ever. They have specific concerns and priorities rooted in their lived experiences that most candidates and organizations don’t totally understand. We help illuminate moms’ political beliefs and perceptions so campaigns can communicate more effectively and move moms to action.
HOW WE HELP
Qualitative Research
Focus groups (virtual, in-person)
In-depth interviews
Ethnographies
Online bulletin boards
Shop-alongs
Sensory testing
Recruitment
Quantitative Research
Surveys
Audience segmentation
Central location tests (CLT)
Message testing
Concept & product testing
Employee experience assessment