Audience Insight at Mumsnet

As the UK’s number 1 platform for parents, with an average of around 700k user posts every month on Mumsnet and 8m users across our portfolio, we understand what parents are talking about, what matters to them and what they need.

Insight at Mumsnet is guided by our mission to make parents’ lives easier. We believe it’s important to not just reach parents but that true resonance is unlocked when we understand what’s happening in the lives of real families.

Using a combination of talk analysis as well as directly engaging our users for their opinion (via surveying our panel of engaged users or qualitative methods such as focus groups) we help our partners understand how they themselves can play a role in making parents’ lives easier.

General Election 2024: MumsGPT trends

Over 1.5 million words are posted on Mumsnet every single day, on pretty much every topic you could imagine. For over two decades, we've had politicians and brands asking us for insights about what our users think about a wide array of issues. That's why we built MumsGPT - which gives easy-to-digest quantitative and qualitative summaries of what our users are saying, in real time.

Ahead of the General Election, we'll be using our advanced AI powered tools, including MumsGPT, to mine what our community of 9 million - overwhelmingly female - users are talking about.Every week we'll be sharing a snapshot of the opinions and concerns of our community.

Our findings are entirely based on organic and authentic user conversation taking place solely on our platform on the 2024 General Election.If you'd interested in receiving these updates please share your details below