Mothercare's Research Creates Gurgle

Using feedback from its own research, retail group Mothercare has launched a social networking site called Gurgle where parents can share their child-rearing experiences.

The firm said that its research indicated that there was a 'huge appetite' among parents to have their own online community. Its recent survey of mums highlighted that many are turning to the Internet for advice rather than consulting more traditional sources, with an average of 63% surfing for advice during the first few weeks of pregnancy, and the number rising to 81% by the third trimester.

Created by digital marketing firm MediaBurn, Gurgle hosts articles and a question and answer section delivered by a panel of child development and health practitioners. It also provides tutorial videos and tools for parents such as baby-naming engines and ovulation calendars.

Explained Mothercare CEO Ben Gordon: 'As the site will link to Mothercare.com , it also offers us the opportunity to engage with our existing loyal customers via a new forum as well as well as reach parents who otherwise would not be exposed to our brand.'

The free subscription site allows each member to personalise their experience according to their location and the stage of their child's development.

Web sites: www.mothercare.com , www.gurgle.com and www.media-burn.co.uk.

Earlier in the year, US provider MarketTools launched the 'Moms Insight Network' containing input from the online conversations of millions of mothers in the US ( www.mrweb.com/drno/news6990.htm ).