Today parents have questions about immunization and vaccine safety and these concerns may be serious enough for some parents to choose to not fully vaccinate their children against serious and sometimes deadly vaccine-preventable diseases. CDC’s National Center for Immunization and Respiratory Diseases (NCIRD) has undertaken a series of research projects to gain knowledge on how to better segment the parent audience and more effectively communicate about childhood vaccines. Research endeavors include 1.) two nationally representative surveys of parents regarding childhood vaccination attitudes and behaviors 2.) usability testing on the redesign of CDC.gov’s vaccine pages and 3) focus groups comprised of African American, Caucasian, and Latino/Hispanic parents to explore parents’ knowledge, attitudes, and beliefs about infant immunization and message testing of mass media campaign concepts. Specifically, presentations will focus on parent audience segments identified based on childhood vaccine knowledge, attitudes and behaviors and on-line vaccine information seeking preferences. In addition, presentations will discuss the role of acculturation in Latina mothers’ childhood vaccine attitudes and behaviors. Presenters will demonstrate how these findings informed the development of culturally and linguistically appropriate communication materials and products that better support the information needs of parents about childhood vaccines.