Helping clients develop their messaging around their stakeholders is what we do. Recently we supported Knowsley Council in their drive to improve understanding of what it is like to be a parent in their community. This insight was needed to make their service information systems more relevant to the day-to-day needs of parents.We adopted a mixed methods approach, comprising a qualitative, in depth phase of focus groups to explore the key issues for parents and carers living in the Borough, followed by a second phase of in street quantitative interviews with a representative sample of parents and carers. As a result of our studies Knowsley Council gained the evidence they were able to build an information service that truly met the needs of the children, young people and families living in the borough. In tight fiscal times it's vital to spend money where it counts, and our research makes this happen.