9m
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
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Screener
Q1
Do you currently have any children under the age of 18?
Do you currently have any children under the age of 18?
·No routing
Yes
Yes
No
No
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
Translated into 4 languages
Translated into 4 languages
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.
Translated into 4 languages
Translated into 4 languages
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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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Show the following items across the MaxDiff exercise to understand which parenting responsibilities busy parents most want help with: managing the morning routine; managing the family calendar; supporting with homework and learning; booking and managing childcare; meal planning for the family; researching schools and education options; keeping on top of kids' medical appointments; buying and tracking school supplies; managing kids' extracurricular activities; dealing with school admin and communications; managing bedtime routines; keeping the home organised around children; knowing how to respond when a child is unwell; supporting children through emotional difficulties; planning school holiday activities; keeping up with what's developmentally normal for my child's age; managing kids' diet and nutrition; finding activities to keep kids entertained at home; supporting kids through friendships and social dynamics; managing kids' use of technology and apps. After the MaxDiff tasks, briefly explore why their top and bottom items felt that way, and ask for any missing tasks they’d also love help with.
Show the following items across the MaxDiff exercise to understand which parenting responsibilities busy parents most want help with: managing the morning routine; managing the family calendar; supporting with homework and learning; booking and managing childcare; meal planning for the family; researching schools and education options; keeping on top of kids' medical appointments; buying and tracking school supplies; managing kids' extracurricular activities; dealing with school admin and communications; managing bedtime routines; keeping the home organised around children; knowing how to respond when a child is unwell; supporting children through emotional difficulties; planning school holiday activities; keeping up with what's developmentally normal for my child's age; managing kids' diet and nutrition; finding activities to keep kids entertained at home; supporting kids through friendships and social dynamics; managing kids' use of technology and apps. After the MaxDiff tasks, briefly explore why their top and bottom items felt that way, and ask for any missing tasks they’d also love help with.
Least appealing
Least appealing
Most appealing
Most appealing
5
5
12
Managing the morning routine
Managing the morning routine
Text-only item
Managing the family calendar
Managing the family calendar
Text-only item
Supporting with homework and learning
Supporting with homework and learning
Text-only item
Booking and managing childcare
Booking and managing childcare
Text-only item
Meal planning for the family
Meal planning for the family
Text-only item
Researching schools and education options
Researching schools and education options
Text-only item
Keeping on top of kids' medical appointments
Keeping on top of kids' medical appointments
Text-only item
Buying and tracking school supplies
Buying and tracking school supplies
Text-only item
Managing kids' extracurricular activities
Managing kids' extracurricular activities
Text-only item
Dealing with school admin and communications
Dealing with school admin and communications
Text-only item
Managing bedtime routines
Managing bedtime routines
Text-only item
Keeping the home clean and tidy
Keeping the home clean and tidy
Text-only item
Knowing how to respond when a child is unwell
Knowing how to respond when a child is unwell
Text-only item
Supporting children through emotional difficulties
Supporting children through emotional difficulties
Text-only item
Planning school holiday activities
Planning school holiday activities
Text-only item
Doing and putting away laundry
Doing and putting away laundry
Text-only item
Managing kids' diet and nutrition
Managing kids' diet and nutrition
Text-only item
Finding activities to keep kids entertained at home
Finding activities to keep kids entertained at home
Text-only item
Supporting kids through friendships and social dynamics
Supporting kids through friendships and social dynamics
Text-only item
Managing kids' use of technology and apps
Managing kids' use of technology and apps
Text-only item
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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