Contact us

Women’s Magazine Shopper Behaviour Case Study | Understanding In-Store Decision Making

Spark Emotions partnered with Marketforce to uncover emotional drivers, barriers at shelf, and opportunities to increase sales in the women’s magazine shopper market.

The challenge

Less frequent shoppers struggle to navigate the category, limiting discovery and impulse purchase.

What we did

We conducted mixed-method research, with a strong focus on in-store behavioural observation.

What we found out

Magazines are purchased as a form of escape and self-treat, with covers and familiar faces driving attention. Shoppers seek an effortless escape through magazines but often feel overwhelmed, relying of familiar titles and eye-catching covers to navigate their purchase.

Impact

The insight contributed to a 12–14 percent year-on-year increase in volume sales for the titles of interest.

View More Case Studies.