Live confessional storytelling is the new face of consumer research. Taking a journalistic approach to ethnography, directing intimate interviews with a brand’s constituents. The ‘ethnodocumentary’ candidly and incisively portrays an emotional landscape, in this case that of working motherhood. Interviews with a cross-section of mothers gain an intimate understanding of their aspirations, challenges and strategies, giving a spectrum of working mothers’ voices a place to be heard.

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