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Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
Contradictions and Complexities of the  Irish Female
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Contradictions and Complexities of the Irish Female

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  • 1. Welcome – Kay McCarthy, MD MCCP
  • 2. MCCP – local experience /Global Brands
  • 3. Understanding (& loving)Contradictions
  • 4. Women – why not? 2,300,000 cohort & growing
  • 5. Women – why not? More Purchasing Power From work force to home Age cohorts Work force by gender 2011 35 – 64 : women leave the workforce Actual no.s Source: CSO 2011
  • 6. Women – why not? 54% of new car purchases 60% of new 51% of P.C home purchases purchases What do women influence? 59% of 60% of pharmaceutical food purchases purchases Source: ireach Research June 2011
  • 7. Women as Power Influencers… % Women are more likely to share information about appliances (80%), restaurants (78%), cars (74%), & entertainment (72%). Least likely to share information about toys (34%), baby care products (32%), & fashion jewellery or accessories (30%). Method Source: MCCP Trendstream/ Ipsos/Harbinger 2010
  • 8. New Questions, New Models? How to get bought by females? Consumer Human Shopper Source: ireach Research June 2011
  • 9. Understand the context Unemployment: Male skew ; 2010 v 2000 Unemployment by age by gender Men twice as likely to be unemployed Source: CSO 2011
  • 10. Understand the context... Number of Births Age Source: CSO 2000, CSO 2010
  • 11. Under Pressure… Women feeling the pressure 36% of women vs. 33% of men feel that the economic downturn has had a high impact on them. Source: MCCP Trendstream/RedC Research Crunch Tracker June 2011
  • 12. Turning to technology… Technology is enabling them 62% of participating mums agreed that labour-saving devices free up their time when at home so they can spend more quality time with their children compared to previous generations. Source: Irish Examiner (March, 2011)
  • 13. Examples of 3 Contradictions
  • 14. Family health is a priority Family Health Family health No. 1 Source: JUSTASKMCCP survey 2010
  • 15. But so is home happiness Keeping Everyone happy
  • 16. Bargain hunting behaviour Budget & bargain hunt Budget Best
  • 17. But Don’t want to compromise Brand, Quality
  • 18. Friends and family are key Family & Friends Source: JUSTASKMCCP survey 2010
  • 19. But with the ‘self’ as core Personal Respect Source: JUSTASKMCCP survey 2010
  • 20. Women – Values based New Priorities – Individual & Family 1. Freedom 2. Respect 3. Family 4. Friends
  • 21. ‘Self’ must be treated Coping : ‘Me’ Priorities 25% of women report that they spend as much on their hair now as they did pre-recession. 79% of the women said they would go on a spending spree to cheer themselves up.
  • 22. Resulting in new copingbehaviours Coping Emotional led Behaviours Control Justification Reassurance Reprioritisation
  • 23. Resulting in new copingbehaviours Shopping Rational led Behaviours Store Carouseling List Making Deal Hunting
  • 24. Socially empowered Social Power Even though the internet population is more male than female Women spend more time online than men (hrs per 45% 52% month) 22.9 24.8 Source: MCCP/ Comscore Women on the Web June 2010
  • 25. New Social Power Women love social Women spend more time on social networks Women spend 5.5 hours a month on social networks, this is compared with 4 hours for men.Source: MCCP/Comscore Women on the Web June 2010
  • 26. New Buying Power E- Commerce power Women spend an average of €1470 a year online shopping for a range of items Clothes Flights Cosmetics What do they buy? DVD’s, Concert CD’s, Tickets Books Source: MCCP Trendstream boards.ie The Ladies Lounge
  • 27. Women – how? What does all this mean for Brand Owners & Marketers?
  • 28. Women – how? Complexity They don’t always do what they say…Use new means to understand them Use ethnographic research Use observation Use story telling and emotional probes and narrative techniques
  • 29. Understand & use the‘contradictions Some examples Needs … Healthy & Tasty Control Spend & splurge Justify Me & loved ones Reassure Value & Reward Re prioritise
  • 30. Women – how? Understand them in their many roles – remember the sweet spot Consumer Human Shopper Source: ireach Research June 2011
  • 31. Women – how? Find & Embrace the inherent contradictions & leverage them to your advantage
  • 32. Thank youAny qs please contactkay@mccp.ie/+353 1 6350030

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