FEMINA: Target group study with reader portraits

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FEMINA is Denmark’s oldest weekly magazine – and a major ad medium. The battle for consumers’ time has intensified and along with it the constant need for in-depth understanding of the readers. It is essential to be able to capitalise on the digital media, for example, as readers are moving out onto new platforms.

The target group study brought Aller even closer to consumers and their world. Ipsos was in the homes of core FEMINA readers – all the way into their wardrobes and fridges. Video portraits of readers gave Aller Media an edge in reporting and a practical tool for operationalising the results across the organisation. In addition, of course, to practical input on how the content and revenue base could be developed in the future FEMINA universe.

We have previously worked with personas, which were useful, but also a little cold, flat and static. Here the video portraits are incredibly inspiring, because they are concrete and add many more details, emotions and specificity. The idea catalogues we develop on the basis of this analysis are much better than those from the traditionally construed analysis.

- Analysis Consultant, Aller Media A/S