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Consumer goods · 150 interviews
What busy parents would pay to stop doing
Across 150 video interviews in four markets, we asked parents to choose what they’d give up first, turning soft wishes into a hard preference ranking and a real willingness-to-pay read.
- 01Cleaning and laundry are the clear winner. Parents want recurring chores taken over end to end, ahead of every other task by a meaningful margin.
- 02Mental load is the second prize. School admin, calendars and meal planning win because parents want less remembering and coordinating, not less caring.
- 03Relief without losing control. Most parents want full delegation for chores, but they still want the final say on anything child-facing.
MaxDiffAI video interviewsMulti-market
Parents are not asking for help with core parenting.
They are asking for help at the edges: the after-school hour before they get home, the homework battle, and the screen-time standoff.
These flashpoints produce conflict, fatigue, and the feeling of falling behind.
Where parents want help
21%Preference share for keeping the home clean and tidy.
8%Each for meal planning, laundry, and homework support.
Qual MaxDiff · 150 interviews
1:54
Quote reel · parent reactionsIn-the-moment clips, cut for stakeholder readouts
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Preference & Trade-Off
Qual MaxDiffRank features, claims or benefits by preference, with probing on the rationale.What busy parents would pay to stop doing
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