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Insights about the contemporary woman
#Femininsight



       • Contemporary women, daily life with a focus on
         beauty, fashion & food
       • Field: February - May 2011
       • N = 3000 Belgian women / 7.500 surveys
       • 15-75 years old
       • Online Panel, by GFK
#Femininsight


                                                                Food, drinks,
            Shopping,                     56 brands         restaurants, recipes,
                                                                  clothing,
          Product usage,                   3 sectors         accessories, shoes
          Media, WOM, …                  7 subsectors



                                             Beauty:
                         Food & drinks    personal care,
                                                           #Femininsight
         Typology of 6                                      @iewoman cs.sanomamedia.be
            women           Fashion         hair care,
                                           cosmetics,
                            Beauty           perfume       Youtube.com
OPEN



                                             Evasionista
                                                      10% of Belgian women
                                                                        18% of Belgian women

                                                                                        Harmonista


 INDIVIDUAL                                                                                     HARMONY
                                 Epicurista
                          20% of Belgian women
           Ambitionista                               Rationalista
                                                               28% of Belgian women

11% of Belgian women
                                                                                        Traditionalista
                                                                              12% of Belgian women


                                          CONTROL
In practice
Case



  •    new from France
  •    basis for every sauce
  •    100% natural ingredients
  •    easy to use
  •    fresh
Briefing



           • Target:
              •   people who love good food and who like to cook
              •   people who like to share tips & tricks about food (recipes)
           • Objectives:
              •   create awareness
              •   generate trial
           • Communication:
              •   develop your own classic & modern sauces with La Sauce, easy
                  in use and works always!
She’s a foodie
Pleasure or duty

 Everything to do with food & cooking is a pleasure,
 and eating is the ultimate pleasure for women


             eating is   3%     16%                        81%




           cooking is         15%       24%                           60%



                                                       duty - 1 - 2     -3   pleasure - 4 - 5
Cooking



                                                     65%

                                               64%                     evasionista
                                                                       ambitionista
                                                           67%
          pleasure - 4 - 5                                             traditionalista
                                                                       harmonista
                                                                       epicurista
                                                                       rationalista




                             50%   55%   60%   65%               70%
Traditionalista

                            Her cooking attitudes

                                53% simple &
                              traditional meals
                              cooking = pleasure
Food simple, traditional,     home made bread,
 home made, discount,             marmelade, …
         meat               invites friends over for
                              dinner > restaurant 43%
Evasionista

                                 Her cooking attitudes

                                  68% food experiment
                                 cooking = pleasure, with
                                          variation
                                        new recipes
 Food experiment, fresh,              new tastes 59%
 organic & fair trade, invites   loves cooking in the weekend
    friends over for diner       invites friends over for
                                   dinner > restaurant 43%
Ambitionista

                           Her cooking attitudes

                           75% international
                                   cuisine
                            cooking = pleasure,
                            mainly in the weekends
Food restaurant, haute     cook to impress 57%
cuisine, fresh & canned,        new recipes
   recipes, vitamins       restaurant > home 30%
She’s influential
Influentials
                                                                          Transfer of knowledge:
 Influentials                                                             I am able to inform them well
 reinforce your
 brand                            Connector                      Expert
                                    Food: 27%                      Food: 8%
                                   Recipes: 20%                  Recipes: 12%
  Communication:
  During the past 4 months I’ve
  shared my opinion with more
  than 6 people
                                            Saleswoman
                                                   Food: 11%
                                                  Recipes: 18%
                                                                                       Trendformer
                                                                                           Food: 5%
                                                                                          Recipes: 6%
                                         Conviction:
                                         I am able to convince them
Consumer types
                            Ambitionistas & Evasionistas are the best connectors and
                            saleswoman for food products. Followed by the Traditionalistas
                                                                           32
   connector                                                                    34
                                                              25

                                    12
 saleswoman                              15
                                   12


      expert
                        7
                                   11
                                                            FOOD
                            8

               4
 trendformer       5
                    5                         evasionista   ambitionista   traditionalista
Consumer types
               Evasionistas & Traditionalistas are the experts and saleswoman when it comes to
               recipes. Ambitionistas & Evasionistas share a lot of information about recipes
                                                                                            32
   connector                                                         22
                                                         17

                                                                          24
 saleswoman                                   14
                                                         18

                                                15               RECIPES
      expert                    10
                                      12


 trendformer
                                           evasionista    ambitionista    traditionalista
She’s a consumer
Consumer types
         35      Ambitionistas & Evasionistas are the early adopters for new products.
                 Followed by the Epicuristas
         30

         25

         20

         15

         10

          5

          0
                 innovators     early     early      late      laggards
                              adopters   majority   majority
She’s inspired
OPEN
Top 5 sources cooking recipes


                                        Evasionista


                                   women’s magazines
                                   culinary magazines
                                   conversations w/ relatives
                                   culinary books
INDIVIDUAL                         websites                                       HARMONY


                                                        women’s magazines
      Ambitionista                                      culinary magazines
      women’s magazines                                 culinary books
      culinary magazines                                conversations w/ relatives
      conversations w/ relatives                        dailies             Traditionalista
      websites
      culinary books
                                      CONTROL
Women’s magazines




                                                          %women tra   amb   eva
  Often tries a recipe read in a women’s magazine           50%  101   100   105
  Like to read testimonials about food products             38%  116   97    110
  Culi editorials belong to women’s magazines               37%  113   107   107
  Devour culinary articles in women’s magazines             27%  106   117   103
  Often buys a food product seen in a women’s magazines     20%  103   116   102
OPEN
                                                                     mag & web
     mag & web                                                        Libelle
       Flair                              Evasionista
                             regular readers
                             Humo 18% (sel 144)




INDIVIDUAL                                                                      HARMONY


       Ambitionista
                                                        regular readers
     regular readers                                    Libelle 21% (sel 111)
     Flair 10,5% (sel 121)                              Story 8% (sel 122)
     Humo 17,5% (sel 139)
                                                                       Traditionalista
     Feeling 8% (sel 131)


                                        CONTROL
Big idea/solution
More




         @
@iewoman #Femininsight http://cs.sanomamedia.be
@vansan2010 http://omnimediavore.blogspot.com
she’s answering (all) your questions

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#Femininsight: case about food

  • 1. Insights about the contemporary woman
  • 2. #Femininsight • Contemporary women, daily life with a focus on beauty, fashion & food • Field: February - May 2011 • N = 3000 Belgian women / 7.500 surveys • 15-75 years old • Online Panel, by GFK
  • 3. #Femininsight Food, drinks, Shopping, 56 brands restaurants, recipes, clothing, Product usage, 3 sectors accessories, shoes Media, WOM, … 7 subsectors Beauty: Food & drinks personal care, #Femininsight Typology of 6 @iewoman cs.sanomamedia.be women Fashion hair care, cosmetics, Beauty perfume Youtube.com
  • 4. OPEN Evasionista 10% of Belgian women 18% of Belgian women Harmonista INDIVIDUAL HARMONY Epicurista 20% of Belgian women Ambitionista Rationalista 28% of Belgian women 11% of Belgian women Traditionalista 12% of Belgian women CONTROL
  • 6. Case • new from France • basis for every sauce • 100% natural ingredients • easy to use • fresh
  • 7. Briefing • Target: • people who love good food and who like to cook • people who like to share tips & tricks about food (recipes) • Objectives: • create awareness • generate trial • Communication: • develop your own classic & modern sauces with La Sauce, easy in use and works always!
  • 9. Pleasure or duty Everything to do with food & cooking is a pleasure, and eating is the ultimate pleasure for women eating is 3% 16% 81% cooking is 15% 24% 60% duty - 1 - 2 -3 pleasure - 4 - 5
  • 10. Cooking 65% 64% evasionista ambitionista 67% pleasure - 4 - 5 traditionalista harmonista epicurista rationalista 50% 55% 60% 65% 70%
  • 11. Traditionalista Her cooking attitudes 53% simple & traditional meals cooking = pleasure Food simple, traditional, home made bread, home made, discount, marmelade, … meat invites friends over for dinner > restaurant 43%
  • 12. Evasionista Her cooking attitudes 68% food experiment cooking = pleasure, with variation new recipes Food experiment, fresh, new tastes 59% organic & fair trade, invites loves cooking in the weekend friends over for diner invites friends over for dinner > restaurant 43%
  • 13. Ambitionista Her cooking attitudes 75% international cuisine cooking = pleasure, mainly in the weekends Food restaurant, haute cook to impress 57% cuisine, fresh & canned, new recipes recipes, vitamins restaurant > home 30%
  • 15. Influentials Transfer of knowledge: Influentials I am able to inform them well reinforce your brand Connector Expert Food: 27% Food: 8% Recipes: 20% Recipes: 12% Communication: During the past 4 months I’ve shared my opinion with more than 6 people Saleswoman Food: 11% Recipes: 18% Trendformer Food: 5% Recipes: 6% Conviction: I am able to convince them
  • 16. Consumer types Ambitionistas & Evasionistas are the best connectors and saleswoman for food products. Followed by the Traditionalistas 32 connector 34 25 12 saleswoman 15 12 expert 7 11 FOOD 8 4 trendformer 5 5 evasionista ambitionista traditionalista
  • 17. Consumer types Evasionistas & Traditionalistas are the experts and saleswoman when it comes to recipes. Ambitionistas & Evasionistas share a lot of information about recipes 32 connector 22 17 24 saleswoman 14 18 15 RECIPES expert 10 12 trendformer evasionista ambitionista traditionalista
  • 19. Consumer types 35 Ambitionistas & Evasionistas are the early adopters for new products. Followed by the Epicuristas 30 25 20 15 10 5 0 innovators early early late laggards adopters majority majority
  • 21. OPEN Top 5 sources cooking recipes Evasionista women’s magazines culinary magazines conversations w/ relatives culinary books INDIVIDUAL websites HARMONY women’s magazines Ambitionista culinary magazines women’s magazines culinary books culinary magazines conversations w/ relatives conversations w/ relatives dailies Traditionalista websites culinary books CONTROL
  • 22. Women’s magazines %women tra amb eva Often tries a recipe read in a women’s magazine 50% 101 100 105 Like to read testimonials about food products 38% 116 97 110 Culi editorials belong to women’s magazines 37% 113 107 107 Devour culinary articles in women’s magazines 27% 106 117 103 Often buys a food product seen in a women’s magazines 20% 103 116 102
  • 23. OPEN mag & web mag & web Libelle Flair Evasionista regular readers Humo 18% (sel 144) INDIVIDUAL HARMONY Ambitionista regular readers regular readers Libelle 21% (sel 111) Flair 10,5% (sel 121) Story 8% (sel 122) Humo 17,5% (sel 139) Traditionalista Feeling 8% (sel 131) CONTROL
  • 25. More @ @iewoman #Femininsight http://cs.sanomamedia.be @vansan2010 http://omnimediavore.blogspot.com
  • 26. she’s answering (all) your questions