Dads today are taking on new roles within the household and as consumers. Birthrates remain steady but the role of Dad within the household is changing. Building from a year-long look at this market segment and three waves of proprietary research, The U.S. Dads Market - new from Packaged Facts and Silver Stork Research - examines the facts, figures, actions and feelings of Dads today and the opportunities for marketers today.

Using in-depth surveys and interviews with dads (and moms) as a backdrop, the report offers unique insight into the ways fathers see themselves - and behave - at home. It offers insight into the priorities and values dads place on their time with their children, the purchases over which they have influence (and qualities they look for when making those purchases) and the views mothers have about modern-day fathers and dad’s role in the home.

Report Methodology
The U.S. Dad’s Market was created using a range of resources. First, existing market information from the federal government and other studies were reviewed. Additionally, interviews with a core group of market experts were conducted over a 6-month period.

To capture key information not available in the market several phases of primary research were facilitated. First, a series of phone interviews with Moms were conducted to understand their perspective on Dads and their role with the home. A follow-up survey to their partners/fathers of their children was then processed to collect comparative insights and measure key areas for further exploration. Finally, building off the analysis from the secondary information collected and the primary research facilitated a national phone survey of 250 fathers with children under the age of 10 years old was conducted in early 2005.

Prior to completing this report a series of market experts were called upon to assist in creating insights and offering perspectives. Their thoughts and comments have been integrated into strategic recommendations and learnings.

About Silver Stork Research
Silver Stork Research is a Mom-focused research company, dedicated to helping clients understand the Mothers of today and tomorrow. We utilize innovative market research techniques to gather actionable insights that enable clients to increase brand relevance, drive market share, and create tangible sales results.

Silver Stork offers client’s multiple opportunities to keep abreast of the Mom - and now Dad - consumer market via traditional research services, custom branded techniques, access to our national panel of 1000+ moms, and market intelligence via various Silver Stork intellectual properties.

What You’ll Get in this Report
Men overall differ greatly from women in terms of consumerism, and The U.S. Dad’s Market is dedicated to identifying how the market is changing, noting where dads are gaining in consumer influence and presenting opportunities where marketers can leverage this new and important family role. You’ll benefit from extensive proprietary and published data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is interested in reaching fathers, you will find this report invaluable, as it provides a comprehensive package of information and insight about dads not offered in any other single source. You will gain a thorough understanding of the current demographic profile of fathers in the U.S. Contributing to that understanding will be a complete analysis of data from published and trade sources, as well as a unique look into the minds and actions of fathers derived from primary, propriety data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for dads and dads-to-be.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting fathers.
• Advertising agencies to develop messages and images that compel dads to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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