Citizen Mom is a new study commissioned by Citizen Relations and powered by AskingCanadians. This is the first of four phases designed to go beyond the conventional wisdom on purchasing power and instead discover what really makes mom tick, and explore how to best communicate with her as an individual, rather than a target.

To establish a 360 degree view of moms' self-opinion, Citizen Optimum worked with AskingCanadians to develop a unique research methodology. The four-phased process (asking, discussing, listening and analyzing) is comprised of an omnibus survey, live online discussions, social listening and data analytics, combined to better understand the most important woman in our lives.

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