Parents' goals, motivations and activities to support their children's early development are comprehensively documented in the Trust for Learning's Parents as Consumers research. The Trust commissioned this research for two reasons: 1) To help providers and advocates of highly personalized early childhood education better understand the needs and motivations of parents across the socio-economic spectrum; and, 2) To ensure that parents' voices are at the forefront of conversations about early childhood programs and policy. It is our belief that educators, policymakers and the broader public can be more effective in serving families and children when the motivations of parents are better understood and respected. The project was comprised of a review of existing literature on parent motivations, followed by primary research in 2017 that included 12 focus groups and a nationwide survey of 1,449 parents. (author abstract)