Alchemy Publishing releases 'mommy market' report

In the study conducted by Markinor on behalf of Alchemy Publishing, the purpose outlined was to gain insight into the lifestyles, behaviours and attitudes of South African mothers.

In other words, Alchemy Publishing wanted to understand the modern mother:

• How they are feeling?
  
• What they are doing?
  
• What their fears and concerns are?
  
• What motivates their consumer behaviour?
  
• What their media influences are ? and many more issues....

Qualitative research in the form of focus groups were undertaken to direct and make the research meaningful. This allowed an in-depth investigation of the issues that are close to mothers' hearts and ensured that all the important aspects were covered during the quantitative investigation.

Groups were conducted with:

• Pregnant women and mothers with a baby up to six months old
  
• Mothers with babies: 6 -18 months
  
• Mothers with toddlers: 18 months to three years
  
• Mothers with children: 3 to 6 years

The main findings from the qualitative research were in the following areas:

• Pregnancy and birth
  
• Self image
  
• Financial implications
  
• Relationship
  
• Concerns
  
• Discipline.