A thorough understanding of a market and its sub-groups

IPC publish almost 100 magazines and sell more than 350,000,000 every year - 11 every second. They have a customer base that includes over half of the UK population. We carried out research on their women’s market aged 18-60 from 3 lifestyle categories – before, with and after children. The brief was to get below the surface of these groups and really understand what drives their consumer and media choices. Findings were relevant for over 25 women’s titles and presented to industry across the UK and Europe.