“One final thought. Please, for the next five years at least, lose the pink. Pink has become a cliche: make it pink and bingo, that’s the woman thing taken care of.” -Kevin Roberts, chairman of Saatchi & Saatchi world-wide, writing in the NZ Herald.
I agree with Kevin about the over-reliance on traditional research. Much of the qual research done today is similar to the 1950’s, where you take your ‘respondent’ and stick them in a focus room, and the women feels like an experiment. The way to find the truth is to stand next to the till while a women is multi-tasking with her two children, husband on the phone and trying to find her purse. You end up hearing whats going on in her life, not whats going on in your store.
I have seen comments about this research popping up all over the place and the debates it has started are very interesting. I haven’t actually found a copy of the report and would love to see more of the detail and how the research was done. Are there plans to make it publically available or do I need to look harder?
hi there, we have a full press release which we send out to journalists. who are you and how can i help? belinda
why not visit http://www.glamgadgets.com an ecommerce site specifically aimed at seling gadgets for women.