MumPanel opens for business

The firm has three full-time members of staff – who are all mothers – and panel members are encouraged to use their ‘Mum’s network’ of school contacts and other friends to recruit more members.

Barcoe said the firm has amassed some 2,000 panellists since launch, some of who have already taken part in projects for Woolworths.co.uk, McCann Erickson and health food company Equazen.