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Trend Truth: What Women Want

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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

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

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