Introducing: The Census. Nope, not that one.

I will say, I think ours is a little juicier, a little more interesting, and a little more about what life is like for you as a modern woman.

Okay, can we take it back a second as well 'cause someone might be listening to this saying, "Whoa, whoa, whoa, whoa.

Shameless Media Census."

Who, what, where, when, why?

"What do you mean? Why are you doing this, and why is this interesting to you, and what are you trying to get out of it?"

We are doing this because I actually think it's very, very tricky these days to find out how the average woman is thinking and feeling based on social media.

I think when it comes to big topics, say, big topics in parenthood, if you look on social media, you're probably seeing the opinions of the 5% on either side of the spectrum.

Yeah.

What is interesting and compelling to us is if everyone's anonymous, if everyone just has a glass of wine in one hand and their phone or their laptop in the other, what will genuinely come out of their brain? How do they genuinely feel about their place in the world? How do they genuinely feel about the biggest issues and topics facing them today?

Yeah, that's exactly it, and I think we're in a really privileged spot to have the eyes and the ears of some of the most brilliant women in Australia.

I will say, I think ours is a little juicier, a little more interesting, and a little more about what life is like for you as a modern woman.

Okay, can we take it back a second as well 'cause someone might be listening to this saying, "Whoa, whoa, whoa, whoa.

Shameless Media Census."

Who, what, where, when, why?

"What do you mean? Why are you doing this, and why is this interesting to you, and what are you trying to get out of it?"

We are doing this because I actually think it's very, very tricky these days to find out how the average woman is thinking and feeling based on social media.

I think when it comes to big topics, say, big topics in parenthood, if you look on social media, you're probably seeing the opinions of the 5% on either side of the spectrum.

Yeah.

What is interesting and compelling to us is if everyone's anonymous, if everyone just has a glass of wine in one hand and their phone or their laptop in the other, what will genuinely come out of their brain? How do they genuinely feel about their place in the world? How do they genuinely feel about the biggest issues and topics facing them today?

Yeah, that's exactly it, and I think we're in a really privileged spot to have the eyes and the ears of some of the most brilliant women in Australia.