P&G — Hong Kong mothers' stress research
The Mothers' Stress Index survey for P&G: 304 Hong Kong mothers of children aged 0–12 answered online, with the findings released at a press conference in 2017.
- Client
- P&G
- Industry
- Consumer goods
- Year
- 2017
Our role
- Event management
- Online questionnaire design
- Result analysis and presentation
- Press invitation
What we delivered
- Launch event
- Media coverage
- Research report and presentation
Key facts
- Mothers surveyed online
- 304
- Mothers who felt mental stress, as reported
- 64%
The brief
P&G wanted to know how stressed mothers in Hong Kong are. For its 媽媽拍住上 programme we ran the 「媽媽壓力指數」 (Mothers' Stress Index) survey: 304 local mothers of children aged 0–12, full-time and working, answered the online questionnaire, alongside face-to-face interviews. The findings were released at a press conference in May 2017 and reported by Sing Tao Daily, Headline Daily and on.cc, under headlines such as 「育兒責任大 64%媽媽感精神壓力」 ('Heavy parenting duties: 64% of mothers feel mental stress').
Our approach
- Built the questionnaire on academic references.
- Formed and designed the questionnaire.
- Arranged the survey.
- Consolidated the data.
- Turned the findings into insight for the press conference.
- Explained the findings to reporters.
Value to the client
Extended the effect of P&G's marketing series, with academic research aligned to its promotion message.