Industry Updates

ovatoyou research app and Health Intelligence magazine

08 Aug 2014

- offer a window into the world of a wonder woman

On the back of the Wonder Woman syndrome article in the latest Health Intelligence magazine, mobile research app ovatoyou conducted a dipstick survey to find out just how busy women actually are – with interesting results!

To celebrate Women’s Month, Health Intelligence magazine and ovatoyou teamed up to uncover the myriad roles and responsibilities assumed by busy women every day. “We as women often feel like we are being pulled in a thousand different directions,” says Health Intelligence editor Rosanne Buchanan. “Our recent article on Wonder Woman syndrome speaks to the various unrelenting stresses and pressures experienced by women on a regular basis. It also highlights how spreading oneself too thin can have serious emotional consequences. We wanted to engage with our female readers to find out how busy, multitasking women really spend their days and how this affects their time and energy.”
Understandably this on-the-go group of women found the always-on smartphone technology available through the ovatoyou research app a convenient and easy-to-access way to participate in the survey. The app served as the ideal platform for them to share their insights – and they were even able to add visuals as they shared details of how they usually spend 24 hours. The personal results reflected just how busy a day in the life of a wonder woman can be.
The dipstick survey was conducted over a period of 4 days and these were some of the findings shared by the 92 reader respondents:

  • Around half are moms
  • Most of the women are employed full time and nearly a fifth own their own business
  • Nearly half of them only get an average of 5-7 hours of sleep every night
  • Around 1/2 only manage a miniscule 3 hours of less of ‘me time’ every week
  • On a scale of 1 to 10, where 1 = not balanced and 5 = completely balanced, most rated their life as a 3, whilst nearly a fifth rated their lives as a chaotic 2
  • For another rating scale, where 1 = very unhappy and 5 = completely happy, most are happy, rating themselves as 4, but sadly just over a third rate their happiness as a mediocre 3
Interestingly, the catalyst for the research, the Wonder Woman syndrome article written by Joburg-based wellness coach Joanne Moss, came out with some fascinating insights that are backed up by the results of the survey. “The recent rise of the syndrome is thanks to expectations that we [as women] place on ourselves based on the perceived and explicit expectations of others. There’s also demand and pressure to be the best at work and at home, as well as within the community as a whole,” she explains.
She warns, however, that the consequences of Wonder Woman syndrome can be detrimental – both on a physical and emotional level. “The primary consequence is stress, which is not a feeling, but rather the body’s reaction to threat, called the ‘fight or flight’ response. While this syndrome exists and is something to be acutely aware of when taking on various responsibilities, there are numerous things that women can do to try to avoid it: reprioritising their to-do list is probably the most important, along with putting non-negotiable ‘me time’ aside. Women’s Month is the ideal reminder to persevere in changing one’s patterns with the aim of alleviating unnecessary stress and unrealistic expectations.” Joanne sums it up when she concludes: “Manage your deadlines by making them realistic and managing others’ expectations – rather under-promise and over-deliver. Focus on doing a few things well and meaningfully.”

About ovatoyou:
ovatoyou is mobile research technology. Developed by Amanda Reekie, CEO of imagineNATION Alliance, and Polymorph, it is among the first of its kind in South Africa. ovatoyou complements traditional research methods by providing consumer and retail brands with insight into their market’s everyday lives, in real-time. To participate, users securely download its app onto their Android, BlackBerry or iOS smartphones, for free, and complete a survey at their leisure in return for a cash incentive or a chance to win a prize. For more information visit
About Health Intelligence:
Health Intelligence magazine is a nationally distributed specialist health and wellness consumer glossy. Owned by the Ascendis Health Group, it is published independently on a bi-monthly basis and is a go-to repository of expert advice and medical insight, sourced from its 44-member Medical Advisory Board and other regular contributors. The magazine revealed its new look in July 2014 in line with a move away from a medical publication to a more consumer-friendly format. Its current circulation is 16 806, 7.07% up year-on-year. Health Intelligence magazine is available from good retailers, including Exclusive Books, Wellness Warehouse and Woolworths. For more information visit
Distributed by:
Meghan Spilsbury
Cultivate Communications
021 713 4833/082 444 0177
On behalf of:
Rosanne Buchanan
Health Intelligence: Editor
011 782 6656/083 294 5972
Amanda Reekie
ovatoyou: Founder
021 762 8518/083 297 7653