In this paper we describe how Meredith worked with Communispace to develop a private, branded community of women: Real Women Talking. Statistics may tell you what consumers prefer, but they cannot reveal the “whys” driving consumer behavior. Real Women Talking was designed to help Meredith:

• Understand generational differences among women to reach and inspire them in ways (and via media platforms and technologies) that are most relevant to them
• Get rapid, real-time feedback on messaging and communication, advertising, marketing concepts and programs, editorial content, media perceptions and experiences, campaigns, brand associations, competition, website layouts, and so on
• Develop a cost-effective methodology for in-depth qualitative and iterative research
• Invite and encourage a new type of consumer insight to bear on corporate issues and challenges
• Hear solicited and unsolicited advice about how to maintain consumer loyalty