Q1
Do you currently have any children under the age of 18?
Do you currently have any children under the age of 18?
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Yes
Yes
No
No
8m
Setup
Busy parents: MaxDiff on which parenting tasks to take off their plates
Busy parents: MaxDiff on which parenting tasks to take off their plates
We want to understand which aspects of day-to-day parenting busy parents most wish they could offload or get help with. The goal is to prioritize specific tasks and responsibilities (e.g., routines, logistics, emotional support, admin) that feel most burdensome or stressful, so we can design services, tools, or support offerings that address the highest-value pain points. This MaxDiff exercise will help us identify which tasks truly matter most when parents are forced to make trade-offs, rather than just listing everything that feels hard.
We want to understand which aspects of day-to-day parenting busy parents most wish they could offload or get help with. The goal is to prioritize specific tasks and responsibilities (e.g., routines, logistics, emotional support, admin) that feel most burdensome or stressful, so we can design services, tools, or support offerings that address the highest-value pain points. This MaxDiff exercise will help us identify which tasks truly matter most when parents are forced to make trade-offs, rather than just listing everything that feels hard.
1
Prioritize which parenting tasks busy parents most want help with
Prioritize which parenting tasks busy parents most want help with
Identify and prioritize the specific day-to-day parenting tasks that busy parents most wish they could offload or get help with. Understand which types of tasks (e.g., time-critical routines, admin, emotional support, logistics, planning) rise to the top when parents are forced to trade off between them. Use this to inform which problem areas to target first with new products, services, or support solutions.
Identify and prioritize the specific day-to-day parenting tasks that busy parents most wish they could offload or get help with. Understand which types of tasks (e.g., time-critical routines, admin, emotional support, logistics, planning) rise to the top when parents are forced to trade off between them. Use this to inform which problem areas to target first with new products, services, or support solutions.
Analysis
Video Analysis
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Note: thematic analysis and personas are always generated.
Screener
Q1
Q2
Do any of your children under 18 currently live with you, either full-time or part-time?
Do any of your children under 18 currently live with you, either full-time or part-time?
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Yes, at least one child under 18 lives with me
Yes, at least one child under 18 lives with me
No, no children under 18 live with me
No, no children under 18 live with me
Q3
How many children under the age of 18 live with you?
How many children under the age of 18 live with you?
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1
1
2
2
3
3
4
4
5 or more
5 or more
Participant welcome page
Translations
Your experience as a parent
Your experience as a parent
Thanks for taking part. We’d love to hear about the realities of family life and which parenting tasks you’d most love to have taken off your plate. The study is short, simple, and should take less than 10 minutes to complete.
Thanks for taking part. We’d love to hear about the realities of family life and which parenting tasks you’d most love to have taken off your plate. The study is short, simple, and should take less than 10 minutes to complete.
Drag an image or videoImages under 10 MB, videos under 25 MB
Consent form
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I have read and acknowledge Conveo's Terms of Service and Study Privacy Policy. I understand I can withdraw my consent to participate at any time without penalty, by closing this session or emailing [email protected].
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Recording and AI processing
I consent to being recorded (audio and/or video) and to my responses being processed by AI to generate insights for the Research Sponsor.
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Marketing
Additionally, I explicitly consent to Conveo using my responses (including video recordings) for marketing and promotional purposes (e.g. social media, website, or other channels). If there is any inconsistency with the linked documents, this consent regarding marketing use prevails.
Accepted
Topic guide
Q4
To start, can you briefly describe your household setup today? For example, who lives with you, how many children you have (and their ages), and anything else that feels important about your family situation.
To start, can you briefly describe your household setup today? For example, who lives with you, how many children you have (and their ages), and anything else that feels important about your family situation.
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Icebreaker and context-setting. Encourage them to paint a clear picture of their family structure, living arrangements, and caregiving responsibilities (e.g., single parent vs. co-parenting, extended family involvement, shared custody). Probe lightly on who typically takes the lead on day-to-day parenting tasks and how responsibilities are shared, without getting into specific tasks yet.
Icebreaker and context-setting. Encourage them to paint a clear picture of their family structure, living arrangements, and caregiving responsibilities (e.g., single parent vs. co-parenting, extended family involvement, shared custody). Probe lightly on who typically takes the lead on day-to-day parenting tasks and how responsibilities are shared, without getting into specific tasks yet.
Q5
Thinking about day-to-day family life, how easy or difficult do you currently find it to stay on top of everything you need to do as a parent? Please explain what makes it feel that way for you.
Thinking about day-to-day family life, how easy or difficult do you currently find it to stay on top of everything you need to do as a parent? Please explain what makes it feel that way for you.
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Aim to understand their overall sense of strain or ease in managing family life. Probe on what a “good” vs. “overwhelming” week looks like, key sources of stress or pressure (time, money, logistics, emotions), and any strategies or support they already rely on. This sets context for why certain tasks in the MaxDiff may feel especially appealing to offload.
Aim to understand their overall sense of strain or ease in managing family life. Probe on what a “good” vs. “overwhelming” week looks like, key sources of stress or pressure (time, money, logistics, emotions), and any strategies or support they already rely on. This sets context for why certain tasks in the MaxDiff may feel especially appealing to offload.
Q6
Imagine there was a company offering to take some of your day-to-day parenting tasks off your plate.
In the next exercise, you’ll repeatedly see small sets of parental tasks that a company or product might be able to handle for you. Don't worry that you see the same options multiple times, that's part of the exercise.
Please select the most and least appealing task on each screen.
Imagine there was a company offering to take some of your day-to-day parenting tasks off your plate.
In the next exercise, you’ll repeatedly see small sets of parental tasks that a company or product might be able to handle for you. Don't worry that you see the same options multiple times, that's part of the exercise.
Please select the most and least appealing task on each screen.
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Very dissatisfied
Dissatisfied
Neither satisfied nor dissatisfied
Satisfied
Best
Very satisfiedItem 1
Item 1
Item 1
Item 1
Item 1
Item 1
Item 1
Item 1
Item 1
Item 1
Item 1
Item 1
Q7
Thinking about the different parenting tasks you’ve just been shown, which of these, if any would you realistically be willing to pay a company to take off your plate? Please mention the specific tasks and explain why.
Thinking about the different parenting tasks you’ve just been shown, which of these, if any would you realistically be willing to pay a company to take off your plate? Please mention the specific tasks and explain why.
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After they name tasks, probe on what it would really need to look like for a company to "fully" take each task away: what would they still want to be involved in vs. hand over, what level of trust/expertise is required, how often they’d use it, and any red lines or concerns. Explore differences between tasks they’d ideally love help with vs. those they’d actually pay for, and what would make a paid service feel worth it (e.g., time saved, emotional relief, quality, reliability).
After they name tasks, probe on what it would really need to look like for a company to "fully" take each task away: what would they still want to be involved in vs. hand over, what level of trust/expertise is required, how often they’d use it, and any red lines or concerns. Explore differences between tasks they’d ideally love help with vs. those they’d actually pay for, and what would make a paid service feel worth it (e.g., time saved, emotional relief, quality, reliability).
Q8
Thanks - that's everything we need!
Before you finish, i'd love to know how you found this interview, particularly the exercise where you were asked to choose the most and least appealing options.
How was that for you, and is there anything that could be improved?
Thanks - that's everything we need!
Before you finish, i'd love to know how you found this interview, particularly the exercise where you were asked to choose the most and least appealing options.
How was that for you, and is there anything that could be improved?
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