The MomPanel will consist of 40,000 mothers, ranging from those in the first trimester of pregnancy to those whose youngest child is seven years old. It will go live in June. Users can task the panel with quantitative surveys, online qualitative work such as bulletin boards or as a recruitment tool for offline research sessions.

EasyInsites MD and co-founder Charles Pearson said: “We have been working with Mom365’s sister company Bounty in the UK for over two years. Mom365’s objectives are to continue to gain insight on this very important, fast-growing and fast-changing market, and at the same time to provide their community with the opportunity to voice their opinion to influence the products and services they now need.”