When the term “Parenting Community” is mentioned, most would likely picture an e-commerce platform for parenting and baby-care products. We, however, see a potential consumer data and insights platform – and that is exactly what Supermom is.
It has always been Qualgro’s belief that high-quality, relevant data and its effective utilisation can help businesses across all sectors differentiate by understanding their customers more deeply and providing personalised experiences. It is this very belief that led us to invest in ‘data-enablers’ like Eyeota, Appier, Convosight and most recently, Supermom.
We are incredibly excited to partner with Joan, Luke, Lynn, Rebecca, and the entire team at Supermom – Southeast Asia’s largest parenting community and consumer insights platform.
(Read about their Series A fundraise here: TechCrunch Article)
Trust-based Data
Supermom is a shining example of how businesses can rapidly collect and access valuable, reliable data at scale, while ensuring users continue to ‘own their own data’. The team spent years building and partnering with parenting communities, especially mothers– the foremost decision makers and drivers of household spending – across Southeast Asia. To-date, they have amassed a network of over 20 million parents, across 1,000 communities.
As a natural part of the parenting journey, parents seek input from other parents who have gone through similar experiences. Parents can explore Supermom’s communities to discover and share user-generated parenting tips, best practices, and product reviews for their children, creating a highly engaged, honest and self-sustaining social network.
This massive, organic, and engaged network is a treasure trove of consumer opinions, sentiments and insights, with Supermom at its core. This allows them to gather proprietary consumer data and insights from Southeast Asia’s largest network of household purchase decision makers – and not just any data,but exclusively zero- and first-party data; a critical detail as we transition into a cookie-less world.
(FYI: zero-party data = data that a customer intentionally and proactively shares; First-party data = information collected directly from your own customers)
Supermom collects this data from polls, surveys and research campaigns co-designed by Supermom and partnered brands; In some instances, the data would be used for activation campaigns on the Supermom platform as well. To top it off, the hyper-active communities guarantee swift responses at scale. In fact: at the start of our first meeting, Supermom scrapped together a simple survey for us, targeted at a specific profile of mothers; 10 minutes later, we collected over 600 responses from our target audience. We were impressed by the speed and scale of the output, but learned that this was the standard typically delivered to their customers.
Another Key Success Factor Qualgro looks for in data companies is data credibility. Supermom’s firm policy of allowing parents the choice to freely and easily accept or decline non-intrusive polls or research campaigns allowed them to foster and maintain deep trust with their communities. This has in turn yielded far more honest responses from participants compared to other means of opt-in data collection like ads surveys or pop-up questionnaires.
Building a Business for Good
Supermom’s mission is to be the trusted partner of families in their parenting journey, including those who may require additional support. Supermom’s communities include social enterprises that provide help for less-privileged families, such as single mothers, domestic violence survivors, ailing children, and more.
By leveraging their platform, Supermom connects less-privileged families to the right communities that can provide the help they need. Supermom also supports these social impact communities by providing a platform to extend their reach of influence, and to explore partnerships with brands.
At the 2023 Supermom Brand Awards Indonesia, in recognition of their positive impact to the community and to encourage more Social Entrepreneurs, four Social Impact Awards were presented to Women Founders of social enterprises that are instrumental in changing the lives of these less-privileged communities for good (read more about the Supermom Brand Awards Indonesia [English Translation] — read the original article here).
We at Qualgro are inspired by Supermom’s commitment to being a business for good, and are excited to see the continued impact they will make across Southeast Asia.
In summary, Supermom has proven the ability to collect proprietary, reliable data at scale and speed, from an engaged audience of highly influential household decision makers. Supermom also is an inspiration to us all with their dedication to making a positive impact on moms, families, and society as a whole.
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A unique blend of marketing and advertising experiences, strong data-mindset, and deep empathy for their stakeholders has convinced us that the Supermom team is the best one to build meaningful products for parents, and help brands better understand and reach their customers.
While we are only at the beginning of our partnership, we look forward to co-creating a future where Supermom is the data insights and analytics (both predictive and prescriptive) platform for brands regarding all consumer related topics. We are incredibly excited and honoured to partner with the Supermom team and look forward to supporting them to better serve Southeast Asia’s 250 million parents, and the brands they love.
