Study design
A qualitative study design was adopted to explore perceptions and behaviours of mothers about infant feeding practices by conducting one-on-one telephone interviews using a semi-structured interview guide. This approach was selected not only because it is an effective means of qualitative enquiry [46], but also because it allowed flexibility in interview times and locations, which we deemed essential in being able to reach a range of mothers with infants. Although telephone interviews have the disadvantage that visual cues (e.g., body language and facial expressions) are absent [47] it provides advantages of greater participant anonymity and cost effectiveness [47, 48]. Ethics approval was granted by University of Technology Sydney Human Research Ethics Committee (2013000463).