Hearing them whine woke me with a start.
Though the puppies were only a couple of months’ commitment to interrupted sleep, having them did make me think in more detail about our many projects with mums of babies. One important aspect that comes to mind is the fact that mums constantly refer to their lack of sleep. But what do we do with that information?
Though at first jokingly, new mums will then seriously talk about the biggest shock in becoming a mother for the first time was the feeling that she never got enough sleep. And even though told to expect it, it is not nearly as difficult as when she feels it. Mums that have the second or subsequent children are aware that it will happen – so they are perhaps a bit more prepared – but still regularly comment that the lack of sleep is a huge challenge for them.
After we understand this, how can we possibly expect them to grasp all the messages we throw at them – for food for their babies; for personal care products; for investments in their baby’s future? How can we expect sleep-deprived individuals to see confusing, layered and clever messages?
When I think of the research questions we have been tasked to answer, I really need to think of the context in which the answers should be given. It is far simpler to research with mums, away from the beckoning cries of their babies, but in reality, what we learn may be far from the truth. I should be asking her the questions in the context of where those messages are likely to be noticed – not only in the comfort of a research facility, far away from her real life.
Admittedly, there are reasons to pull her out of the context of life and seek her comments and thoughts – but I find it useful AT A MINIMUM to remind her of the sleep deprived moments, and seek her advice as to the best ways and with the best messages to talk to her in those times.
On a recent evening I was watching television, and the baby adverts starting running. Some were great – clear, simple, powerful emotional messages with strong imagery.
Others were a bit complicated and confusing, trying very hard to be clever – so much so that I had to think deeply about what was being communicated.
Thankfully I am not sleep deprived like I was when the puppies were young. I never would have understood (or cared) what the advertisers were trying to say. I wonder, would sleep deprived young mums?
Tags: communication, sleep deprivation