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Slide 1: Post-launch qualitative research
Slide 2: 3 qualitative group sessions 3 hours each 6 - 7 participants Goedele buyers (primary readers) Men: 1 group Age 25-45 (3), 45-65 (3) Social groups 1-4 Buying frequency max. 2 issues (3) > 2 issues (3) Women: 2 groups Age 25-37(2), 38-50(2), 50+(2) Social groups 1-2 (50%) & 3-4 (50%) Buying frequency 1 group: > 2 issues 1 group: max. 2 issues
Slide 3: General perception of
Slide 4: Goedele is different & unique • The only magazine build around 1 person • Choice of topics & content is different from other media (more about the rest of the world, thematic issues, in-depth journalism, not the most easy topics, …) • Style & lay-out is innovative & surprising
Slide 5: Goedele is different & unique • Goedele is appreciated as being a beautiful & polished magazine with a high qualitative look • Feminine & tough at the same time • Also read by men (information for men) • Less cliché & predictable Een blad met pit
Slide 6: Goedele is viewed as a different kind of magazine • Goedele has interesting things to tell • Goedele is a magazine that is read, not just looked at • Taboo ignoring • High informative value • Goedele is polarizing
Slide 7: Detailed analysis
Slide 8: Buying behaviour • Loyal readers are attracted to Goedele as a person • Occasional readers like the surprising topics, in-depth journalism & high informative value. • The format is appreciated (high quality) • Value for money • A magazine to hold on to
Slide 9: Content & topics • World-wide, socially relevant, broad spectrum, variation with a feminine & glamourous touch • Topics are suprising, non-typical women’s magazines • Alternative way of covering fashion & beauty • In-depth interviews • Articles that make you think & confront you • Emotional issues
Slide 10: Content & topics • Latest news is important • You learn something • Insights from different angles • Goedele is recognizable & offers emotion (not cool nor distant) “It is like talking to Goedele in a pub”
Slide 11: Structure & lay-out • The structure is distinct from other magazines • You discover it by reading • You need to get used to it • The lay-out is surprising, dynamic & singular • Topics are introduced in a uncommon way with headings unlike the usual one’s. • It looks modern, fresh & new
Slide 12: Tone of voice • To-the-point, honest & direct • With a humorous touch • Informative, integer • Readers are viewed as partners & are taken seriously • No-nonsense, no sensation • A comprehensible, fluent & accessible style
Slide 13: Pictures • High quality pictures, complementary to the text • The pictures enhance the articles • Suites the direct & honest style of the magazine • Speak for themselves • Can be confronting
Slide 14: For women with an open mind • A strong, self-assured women • She knows what she wants • She cares about the world around her • But, also for men with a sound interest in world-wide topics • A lot of couples, both reading Goedele
Slide 15: And the male reader? • Same kind of evaluation as the female reader • Finds it interesting to read a woman's point of view “Contrary to Jean-Marie, Goedele does have something to say” “This way you get to know something about women”
Slide 16: Perception of the covers
Slide 17: Covers • Catch your attention • Attractive & visually beautiful • Thematic approach • Surprising, innovative, unpredictable & exciting • Unconventional • Daring & challenging
Slide 18: Goedele as she is Authentic Ambiguous: sweet & challenging Attracts attention!! Flashy A clear-cut topic Inviting titles Suprising Inviting Original Festive Catchy Less clear what to expect (hunting)
Slide 19: Least striking cover A touch of class Distinguished Less catchy titles Daring, sexy Not totally clear Topic is clear “Wonder woman” feeling Striking, original & exciting Not directly clear who it is Promising topics
Slide 20: Post-launch qualitative research