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