The Challenge

Our team of consumer psychologists partnered with Marketforce, a global media company, to understand their customers and drive traffic to their women’s magazine brands. They wanted to use insight from this research to help spark and influence conversations with retail.

  • What we did

    We used a comprehensive mixed methodology approach. Most of the research was conducted in-store to understand how shoppers navigate the fixture, search for and choose between titles and probe the ‘why’ behind the decisions they made at shelf.

    What we found out

    • Women buy magazines to escape reality, relax and to treat themselves.
    • We need to reduce friction at the shelf to help new shoppers coming into the category.
    • Shoppers are attracted to faces on the magazine covers.

  • Key findings

    Once the fieldwork and analysis were completed, we delivered an in-depth debrief to the client with the wider team, some of our key findings were;


    "Spark Emotions have been an absolute pleasure to work with. Their flexible work approach and excellent communication skills have enabled us to tweak briefs, hit deadlines and deliver an extremely insightful research project back to key stakeholders around the business. We can’t wait to use Spark Emotions again."

    Yasemin Kemal - Deputy Insight Manager