Understanding women
Just a couple of minutes ago it was chocolate – now it’s a new hairstyle.
– Who on earth can figure out what women want?
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Our ‘Matchpoints’ study analyses what women read and purchase.
„Matchpoints“ is the first morphological market media study on women. This qualitative study used 220 psychological interviews to investigate what motivates women to read specific women’s magazines or purchase specific brands.
Does a woman want to see herself and her lifestyle reflected in a women’s magazine? Is she looking for ideas on new things to try, ways to pamper herself, ways to be daring? Or does she want to escape for a while into the world of the rich and beautiful? Depending on what she’s looking for, she’ll pick a specific title. Advertising that succeeds in addressing readers’ motivations will be highly effective.
Zenithmedia advises clients hoping to appeal to women on ways they can maximise the potential of their brand within a given medium.
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