When Amy Poehler’s book “Yes, Please” about “woman-on-woman” crime came out, we decided to dig into the parenthood market for some qualitative indulgence with “Mom Crimes”, because we’re all about that human-on-human insight; that consumer behavior research that makes one lean back and interlock the fingers across the belly, musing on the minutia and nuance of the condition.
What resulted was a fascinating (and quite candid) discussion about negotiating the role of “mom”.
Parenting behaviours reveal complex customer journeys shaped by deeply competing priorities, where practicality, emotion, safety, and social influence all intersect, making simple linear models of decision-making increasingly inadequate for brands.
These dynamics highlight the need for behavioural consumer exploration in everyday contexts, moving research beyond controlled environments to observe how people genuinely think, feel, and act in their real lives.
