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Connectonomics
The document explores the needs of women and how online channels can effectively address these needs through various research methods, including interviews and surveys. It emphasizes the complexity of women's lives and their desire for personal growth and connection, suggesting that marketers must understand these dynamics to engage effectively. By leveraging specific online platforms, marketers can meet women's needs for validation, emotional satisfaction, and information sharing.
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Connectonomics
- 2. Agenda2Identifying the needsof womenUnderstanding how online channels deliver on those needsHelping marketers make the most out of these connections
- 3. Our Phased ApproachQUANTITATIVE1-to-1 INTERVIEWS QUALITATIVE8 Groups
- 4.
- 5. 4 in NewYork, NY
- 6.
- 7. With & withoutkids
- 8. Working & stayat home
- 9.
- 10.
- 11.
- 12. Use a mixof online channels and sites
- 13. Augment of n=250mom-bloggers or avid followers of bloggers
- 14.
- 15. 25 additional interviewsto unearth Needs
- 16. 20 women: academics,bloggers, moms, professionals
- 17. 5 men: toensure we had a counter point++3
- 18. 4???Women are oftenlabeled “complex creatures”Source: Secondary Resources
- 20. This study breaksthrough the labels to understand women and their needs
- 21. 7Who I amI’dlike to develop & express myselfI don’t have to be perfectWhat I thinkThe Internet has access to tons of information, answers & women like meHow I feelIt’s not taboo to take care of my own needs, emotionsWhat I doI live a robust, multifaceted life that can’t be pigeonholed Women don’t want to be bucketed and aren’t interested in perfectionSource: Qualitative & Dipsticks (Qualitative)
- 22. 8Understanding this complexityhelps us market to women more effectively=Why does she use different channels?
- 23. Who is sheconnecting with?
- 24. Where are womensharing or receiving?
- 25. Where is shemost receptive to advertising?
- 26. Where is shegetting product information?
- 27. How does sheget deals and share them?
- 28. What is fundamentallyimportant to women?Understanding the needs of women9
- 29. 10Breaking it downto basic needsWhat drivesher?Do needs differ by life stage?What doesshe want whenconnecting with others?
- 30. Knowing what makeswomen tick11Expert Interviews + Quantitative + QualitativeSource: Dipstick + Quantitative + Qualitative11
- 31. Some needs aremore prevalent than others Relying on othersValidation from OthersPersonal GrowthRelying on self12Source: Quantitative
- 32. 13Mature Vs. YoungPrevalenceof needs: How important is this need?Mutual SharingPushing thelimitsAffectionateClosenessRelease& EscapeBeingthe BestBe in theKnowCareof SelfBroadeningHorizonsImproveMyselfBoomerMillennialSocial CurrencyRepair & HealingUp the AnteBargainHuntingValidationBeEnabledIn ControlSource: QuantitativeBase size: Millennial Women n=411; Boomer Women n=1011
- 33. 14Stay at Homevs. Work out of HomePrevalence of needs: How important is this need?Mutual SharingPushing thelimitsAffectionateClosenessRelease& EscapeBeingthe BestBe in theKnowCareof SelfBroadeningHorizonsImproveMyselfStay at HomeWorkingSocial CurrencyRepair & HealingUp the AnteBargainHuntingValidationBeEnabledIn ControlSource: QuantitativeBase size: Working Women n=1803; Homemakers n=337
- 34. 15Kids vs. NoKidsPrevalence of needs: How important is this need?Mutual SharingPushing thelimitsAffectionateClosenessRelease& EscapeBeingthe BestBe in theKnowCareof SelfBroadeningHorizonsImproveMyselfKidsNo KidsSocial CurrencyRepair & HealingUp the AnteBargainHuntingValidationBeEnabledIn ControlSource: QuantitativeBase size: Women with kids n=692; Women without kids n=752
- 35. Understanding NeedsMuch ismade of perceived differences between different women, but their underlying needs are consistentThe most important needs are about personal growth and connecting with others16
- 36. Online Channels Deliveringon Needs17
- 37. 18Understanding Channels isImperativeHow do the channels fulfill needs?How often is she using the channels?Who is she connecting with?What info is she sharing and receiving and where?
- 38. 19What channels didwe look at?
- 39. Care of SelfBargainHuntingImprove MyselfBe enabled Affectionate closenessHow Channels Fulfill NeedsMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative20
- 40. Care of SelfBargainHuntingImprove MyselfFulfills nearly all needs, helping her be more satisfied emotionally while being a smarter consumer Be enabled Affectionate closenessMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative21
- 41. Care of SelfBargainHuntingImprove MyselfOffers sharing regarding personal questions & concerns from others “like her” but might not “know her”Be enabled Affectionate closenessMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative22
- 42. Care of SelfBargainHuntingImprove MyselfControlled information to be used for bargain hunting In turn, making her feel smarter and enabledBe enabled Affectionate closenessMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative23
- 43. Care of SelfBargainHuntingImprove MyselfSelf improvement, being in the know, & pushing the limitsBe enabled Affectionate closenessMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative24
- 44. Care of SelfBargainHuntingImprove MyselfConnection to people who love what she lovesTaps into our identity and can even aid in bargain huntingBe enabled Affectionate closenessMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative25
- 45. Care of SelfBargainHuntingImprove MyselfStrong in delivering for care of self and the need to be in controlGreat for communicating the important thingsBe enabled Affectionate closenessMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative26
- 46. Care of SelfBargainHuntingImprove MyselfInstant message= Instant SharingBe enabled Affectionate closenessMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative27
- 47. Care of SelfBargainHuntingImprove MyselfAbout feeling smarter, better & “being in the know”Strong social currency & broadening horizonsBe enabled Affectionate closenessMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative28
- 48. Care of SelfBargainHuntingImprove MyselfBeing close to her circle with the ability to share and releaseBeing in the know without being “close”Be enabled Affectionate closenessMutual SharingRelease & EscapeBroadening HorizonsValidationRepair & HealingIn ControlBe In the KnowBeing the BestUp the anteSocial CurrencyPushing the limitsNEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative29
- 49. 30Women have complexconnected online livesSource: Qualitative
- 50. 31Email, social networks,and IM have broad mass reachI use the following weekly…Source: QuantitativeWomen n=2581
- 51. Connections vary significantlyby channelI connect with the following people…Source: Quantitative32
- 52. Information taken fromcontent sites is shared on social networks…What I do on these sites…33Source: Quantitative
- 53. …and in personWhatI do on these sites…34Source: Quantitative
- 54. Women receive informationabout products & brands on content sitesWhat I do on these sites…35Source: Quantitative
- 55. Content-rich sites offerexpertise and anonymityI read ABOUT the following…Source: Quantitative
- 56. Surprisingly, anonymity canyield deeper connectionsAnonymousAccess to like-minded women and solutions that truly resonate without the risk of being judged by those who know youAbout quick, pithy, more public sharing, news, updatesAccountableDeeper ConnectionsCasual ConnectionsSource: Qualitative + Quantitative37
- 57. Understanding ChannelsCommunication channelsand social networking channels are used most oftenContent channels and groups meet the widest range of needs Content channels also offer anonymity and deeper connection38
Editor's Notes
- #13 Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people.
- #14 Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
- #15 Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
- #16 Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
- #32 Q1.5/1.6. How frequently do you use the following?
- #33 Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.8 Typically which groups of people do you connect with using these channels below? Please select as many as apply.
- #34 Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
- #35 Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
- #36 Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
- #37 Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.14A What do you typically read about on each of the types of social media sites listed below?
- #42 Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.10 Now thinking more specifically about brands, products and shopping, please indicate how you feel about each of the online channels. Select as many as apply in each row.
- #43 Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.10. Now thinking more specifically about brands, products and shopping, please indicate how you feel about each of the online channels.
- #44 Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.10. Now thinking more specifically about brands, products and shopping, please indicate how you feel about each of the online channels.
- #45 Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.