Marsaili McGrath: Marketing Researcher & Photographer

Unfiltered Mums: Digital Dreams & Household Realities

Hello
 

If you’ve scanned the QR code on my poster or flyer, thank you for being here. I am looking for Millennial and Gen Z mothers (aged 22–37) to take part in an exciting visual research project exploring modern motherhood.

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As a mother myself, I am fascinated by how different parenting looks today. Specifically, the Millennial and Gen Z Mums are the first generation born as "digital natives', naturally evolved into navigating what it means to be "digital parents".

If you've ever felt the pressure of picture-perfect digital ideals clashing with the beautiful, chaotic "90% messiness" of real motherhood, this is a safe, open space to talk about it.

I would love to hear your unfiltered perspective. In return for your time and collaboration, we will step away from the screens to co-create portraits that expressively reflect your lived experience.

As a thank you, my gift to you will be a professionally framed print and a digital gallery of the images we create of you and your family.

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Meet Your Researcher

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I’m Marsaili McGrath, a doctoral researcher in the Marketing Department at the University of Strathclyde, a mother, and an award-winning professional photographer.

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With over 20 years of experience working with organisations like Amazon and Getty Images, I’ve spent my career in the fashion and media industries, giving me a deep understanding of how images shape our lives. Now, my PhD research focuses on the complex realities of motherhood—specifically, exploring how digital media representations, such as "Tradwife" and "mumfluencer" culture, shape our lived maternal identity. I would love for you to join me as a co-creator in telling this story.

What the Research Involves

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This study is a collaborative experience, usually conducted in a single visit to your home at a time that suits you.
 

• The Chat (approx. 45–60 mins): A relaxed conversation where we look at your Instagram feed together. We’ll talk about the "Tradwife" accounts you follow, ignore, or enjoy—whether for escape, fantasy, amusement, or criticism.

• The Creation (approx. 60–90 mins): We’ll walk through your home to find objects or spaces that feel "real" to you. I’ll then work with you to co-create expressive portraits—often using creative motion-blur to capture the busy energy and "90% messiness" of maternal life, while keeping you anonymous if you prefer.​ Or captured in that utter sensory moment of chaos, noise, things to do, and that nowhere to hide moment, not even the bathroom! 
   

Your Gift
 

As a thank-you for your time and collaboration, you will receive a professionally framed print of your choice from our session, along with a digital gallery of our images for your personal use and social media.

Safety, Trust & Ethics
 

As a professional photographer and academic researcher, your comfort and privacy are my top priorities.
 

• Confidentiality: All data is pseudo-anonymised. Your real name will never be used in the research, and identifying features in photos can be blurred or removed of preferred.

• Total Control: You have full control over your visual data. You will review and approve any images of yourself before they are used in my PhD thesis, academic journals, or exhibitions.

• Lone-Worker Safety: For our mutual safety, I follow the University of Strathclyde’s strict lone-working protocols, which include a secure check-in/check-out system with my supervisors for every home visit.

• Voluntary Participation: You can skip any questions or withdraw from the study at any point until data collection is finished, without giving a reason.

Official Documents
 

For full transparency, please review the detailed project documents below:

• [Link/Button: Download Participant Information Sheet (PDF)]

• [Link/Button: Download Privacy Notice (PDF)]

• [Link/Button: View Sample Interview Guide]

Ready to Share Your Story?
 

If you are an active Instagram user and want to help me redefine the "perfect" maternal image, please get in touch.
 

Contact Marsaili:
 

• WhatsApp: 07540 620115 

• Email: marsaili.mcgrath@strath.ac.uk
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This research has been granted ethical approval by the University of Strathclyde Ethics Committee. Chief Investigators: Andrea Tonner & Paul Hewer.