Women respond best to shared objectives and being ‘in’ on the problem. Research discussions are most enlightening when women are encouraged to propose answers not just express opinion.
The sensory and the aesthetic often play a primary role in female decision making and must always be brought to the fore in discussions
Women often make sense of information or a situation by reading between the lines. Research discussions need to explore what is being implicitly not just explicitly communicated.
‘Tending and Befriending’ is a very important dimension in female discussion. We encourage pairs of friends in our respondents, which, in turn, encourages greater disclosure.
Women make decisions based on a combination of inputs: the sensory, the emotional, and the sub-textual with a strong emphasis on dimensions concerned with people. We have a set of projection techniques and materials designed to bring these dimensions to the fore.
It’s critical to reflect the significant differences between female life-stages and the impact they have on brand choice in sample structure. Sensitivity to the differences between women as much as the differences between women and men will lead to newer, more exciting answers.