he communication of "disposable." The results allowed Schick to roll out a package appropriate for each market while still maintaining a universal look and feel. Women.comWomen.com is one of the leading networks for wired women, attracting over 4 million visitors each month. In order to better market themselves and provide value to their users, Women.com sought to have a deeper understanding of their community of visitors. This information would serve to guide content development, partnerships, positioning, branding and communications. Researchers designed an online study that looked into the lifestyles, behaviors and attitudes of over seven thousand visitors to Women.com and their network of web sites. Based on these characteristics, they were able to provide a segmentation of visitors, and then compare and contrast the segments along key measures and between the different sites. Multivariate cluster analysis was used to detect groupings, which were then examined against the remaining variables. Perceptual maps were created to finally arrive at the most meaningful differentiation between groupings of respondents. As a result of research Women.com were provided with a thorough lifestyle and psycho graphic segmentation of their community. They were able to act on these insights to enhance their visitors' experience and develop more focused, meaningful content. In addition, their advertisers benefited from having more precise descriptive information about their target audiences....
