Population is one of the important and vital issues in any country, and fertility and childbearing are considered as its main components. The present study aims to understand the perception of women regarding the impact of incentive policies on childbearing. This research uses a qualitative research method and a case study approach, and data were collected through semi-structured interviews. To achieve the research objectives, 17 married women with different educational and occupational levels living in Tehran were purposively selected, and the interviews continued until data saturation was reached. The data were analyzed using thematic analysis method. The research findings are categorized into two main themes: “Barriers related to fertility and childbearing” and “Perception and understanding of women participating in supportive childbearing policies”, which include sub-themes such as “Financial and economic challenges”, “Marginalization of maternal values”, “Changes in values and norms”, “Lack of maternal skills and capabilities”, as well as themes like “Perception and understanding of supportive policies”, “Advertising and information dissemination”, “Implementation of incentive policies”, “Childbearing as a religious and national duty”. Overall, the research findings indicate that the demands and desires of the interviewed women for desirable policy-making in the field of childbearing incentive policies can be categorized into two groups: “Providing maternal facilities” and “Making job integration and women’s affairs compatible”. It is necessary for policymakers to pay special attention to these demands and desires of women in addition to the supportive policies provided.