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Trend Truth: What Women Want
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Trend Truth: What Women Want



FGI Research designed an independent study to find out what women wanted to see in advertising.

FGI Research designed an independent study to find out what women wanted to see in advertising.



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Trend Truth: What Women Want Trend Truth: What Women Want Presentation Transcript

  • TrendTruth: What Women Want Data shows 44% of women like “funny” advertising, but few want to see ads that make fun of men.
  • Women Matter to Marketers
    • Women decide most household spending
    • Advertisers want their attention
    • Comprehensive research is key to finding what attracts and keeps women’s interest
    • FGI asked women outright: what do they want?
  • What do women want to learn from ads?
    • 34% want to know “how the product or service will save time and/or money”
    • 24% want ads that "show product usefulness"
    • 19% want to see how a product simplifies life
    • 14% want to learn about product quality
    • 10% want to see "how a product or service will benefit their families"
  • What ads appeal the most?
    • 44% want ads that are "funny"
    • 28% want ads to trigger emotional response
    • 25% want ads to empower women
    • 3% want ads that make fun of men
    • 1% want ads that are “sexy”
  • Actionable Insights
    • Women have distinct tastes
    • What we assume about women’s tastes may miss the mark –that’s why we need research
    • Expert sampling allows us to break down data by the demographics
    • Ad testing lets us know what ads will be successful with which audiences
  • How did we discover this?
  • Survey Methods
    • Date of Survey: 11/11/2009
    • Respondents: 297
    • Sample Source: FGI SmartPanel
    This nationally-representative sample consists of adults aged 18 and up and is balanced to the US population using recent census data. One can say with 95% confidence that the maximum margin of sampling error is ±4 percentage points.
  • Why FGI
    • Custom online panels
    • Branded online communities
    • SmartPanel: 100,000+ panelists
    • SmartPanel Community
    • Human experts who handle each step of the process with you and your customers in mind
  • FGI Research: custom panels, research experts, dynamic approach.
    • This TrendTruth is produced by FGI Research. Learn more about the market trends online at our TrendTruth blog…
    • … or follow us on Twitter!
    • @TrendTruth
    • www.fgiresearch.com/category/trend-truth/