TREND TRUTH
What Do Women Want?
In terms of household spending, women rule the roost. Advertisers are working twice as hard to hold their attention, and grab market share. The one question that advertiser’s have in common is: What do women want? FGI Research recently polled hundreds of women to pose this timeless query with respect to advertising, and the insights we discovered were quite interesting.
When FGI Research asked women what they thought the most effective message in advertising geared toward them was, the results were quite clear. 33.67% of respondents thought that the most effective advertising showed that the “product or service will save them time and/or money”, and 23.91% thought that “showing the usefulness of the product or service” was the most influencing. Surprisingly, only 9.43% of respondents thought that “showing how the product or service will benefit their family” would send the most enticing message, and the two least appealing campaigns showed how a product or service would “make life easier” and portrayed the product or service as having “high quality and value”.
Advertisers would be wise to use humor to get through to women, but not at the expense of men. 43.8% of women said that ads that are funny appeals to them most, but only 2.4% of women showed interest in ads that “make fun of men”. In addition, women were attracted to ads that “empower women” and “trigger an emotional response”; while only a minuscule number of women thought that a “sexy” ad would get their attention.
Actionable Insights
What can we learn from this study? Above all, that men and women respond to different kinds of advertising. Reaching women effectively requires a whole other body of research, preferably one that reflects targeted sampling and comprehensive survey data. Holistic research, customized to fit the requirements of a given situation, can inform our understanding as marketers and help us respond to women’s desires as consumers. The difference between an ad campaign that falls short and one that hits the mark with women can be found in the opinions of women themselves, accessed through the most robust research techniques.
Next Steps You Can Take
Survey Methods
Date of Study: 11/11/2009
Total Responders: 297
Sample Source: FGI SmartPanel
December 22nd, 2009 at 7:22 pm
Women are busy these days ~ to get through to a busy career woman ~ get to the point ~ simplify my life ~ enhance my life in some tangible way ~ save me money ~ save me time ~ promote my value system, care about things that are “REAL” ~ be real ~ be genuine ~ win me over with authenticity ~ not trashy advertising!
December 23rd, 2009 at 2:29 am
I like funny ads too but empowering women ads get my atttention the most
December 23rd, 2009 at 7:08 am
Thank you for sending the survey results regarding “what women want”. Hopefully the people in charge of product development and advertising will heed our desires.
December 23rd, 2009 at 8:53 am
I’m glad someone is finally paying attention to what women want , as the results show what they are showing us is not it . hopefully with these results they might gear more commercials to us that are what we are looking for and we will pay attention.
December 24th, 2009 at 12:31 am
The biggest surprise is that advertisers are surprised. Who did they think controlled the pocketbook of the family, or who does the majority of the shopping and product decisions. Come on people, women are in charge, and that isn’t going to change. So, if advertisers want their product sold, they had better pay attention to what women want.
February 20th, 2010 at 3:06 pm
women love empowering ads every woman like to feel in control and independent.
so once u empower women in ads u will get ur products sold.