2021

NOM

NOM

2021
NOM

NOM

Research 
Not Only Magic enterpreneurship course by LERA BORODINA
What do you know about our beautiful half of humanity? What do they love? What do they do? How do they make decisions, and what is their motivation? What do they listen to, what do they watch, who do they follow, and who they listen to? What do they do to be beautiful? What are they dreaming about?

We were particularly interested in how the answers to these questions changed during the COVID-19 period. And we love to know everything. Especially about women. Especially the Ukrainian ones.
Brief

the brief

COVID changed everything. Some people lost everything, some – got new powerful impulses. Every year we conduct extensive quantitative research to understand how girls live. We try to understand how their minds change year to year. And nothing was more interesting than finding out how they felt the life, pushed to the limits, and squeezed to absolute basics. The brief embodied a curiosity at the maximum of its volume and much love.
Intro

the challenge

There was no challenge here but to handle almost 6k peoples’ answers. And even though it could often seem that we were starting to hate all the women stuff after that hell-born excel table, we are sure that our beautiful target audience felt the enormous love that pushed us in our deep-diving into their souls.
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Long story short, we prepared the longest but still most interesting poll in our agency's history. We made 6 thousand women give us an hour of their individual lives, asked them hundreds of questions, and spent ages deciphering and systematizing their honest answers: lock, stock, and barrel.
No life-changing event can be so well studied and experienced as through the personal history of its participants. And if there are 6 thousand such participants, you get a unique picture of historical events and human reactions to them. Getting many different answers is gold. But to systematize them, find patterns and outline behavioral patterns is just a cherry on the cake. Did you think that all people are the same? 
Global upheavals, the ground knocked out from under their feet, and the loss of their usual way of life divide people according to the degree of their reaction to these events. 

Some get entirely lost, feel like their life is over, and frustrate non-stop trying to re-learn how to stand on their own two feet. Others perceive the loss of their ordinary life as a long-awaited sign of the beginning of something new and beautiful. They learn new things, rethink their lives in a new way, and reach for new, previously unseen heights. 

Still, think that history somehow affects people differently? We've got news for you, mate. It's all about perception.

the Result

Result
In Eastern Europe, women most often make decisions about buying anything. And if you know how and why they make such decisions, what opinion leaders they listen to, and what they are guided by, you know everything. 

We tried to cover all areas of the life of a modern Ukrainian woman and see business prospects in all areas so we could get the answer about consumer behavior patterns for almost any business.

In fact, we finished this research in May, and since then, we have not done anything at all because we already know everything. Well, except sometimes we dig trenches and cook Molotov cocktails. But that's only on Tuesdays.
A WORD FROM
OKAY MONDAY TEAM
We are incredibly proud to be a part of projects that represent Ukraine as the World innovation center and a critical link of the international high-tech chain. We believe that every rocking Ukrainian company deserves to kick in humanity's hall of fame, moving global progress with cutting-edge innovative services, products, and approaches. And last but not least, it is always a pleasure to cooperate with cool guys. 
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