How do mum’s decide what’s healthy

Throughout the year, we conduct research as part of our Original Insights series.

These are projects we commission ourselves, to explore interesting questions and showcase social listening research as a tool for making better decisions.

Our starting point for this work was the realisation that food advice has become deafening. It feels like every day there’s a new diet, new scare or a new miracle cure.

But, we all know it’s more complicated than the headlines make out. Helping your family eat well and be healthy is a life-long, everyday mission, one with many twists and turns.

So we decided to explore: how mums in the UK talk about being healthy, how and who they’re influenced by, and see what this means for brands.

And so our starting point became: how do UK mums decide what’s healthy?

See our report on SlideShare.