Collaborata

Revealed: The New Female Decision Maker

38 Days To Go

14%

Funded

$49,500

Raised

1 Co-Funders

The Pitch

The dynamics of the female head-of-household decision maker are quickly evolving. And, the ways in which brands need to communicate with -- and speak to -- women have forever changed.

Shifting cultural and social influences, media-portrayed imagery, and heightened awareness of self are affecting decision-making power. Further, there is a pushback against gender stereotypes that is impacting the way in which brands can effectively market to women. These shifts, in culmination, will continue to reshape the way in which brands can best influence, engage, and drive loyalty among their female target audiences.

But, what are the driving forces and prevailing attitudes impacting the evolving landscape of the female consumer today? How are women navigating the dynamic marketplace, and what messages and brands are resonating with them (and why)? What are the principles by which brands can engage and reach female decision makers now and in the future?

This multi-stage learning program will build foundational yet essential knowledge and fully identify the critical components for brands to truly engage the new female decision maker. The results: highly actionable insights to connect with the female consumers of today and tomorrow.

Please join this study now so you can participate in the project kickoff and provide feedback to help shape this important work!

Co-funding price: $49,500.00 Co-fund this project

Purpose

Given the rapid changes in social and cultural norms, brands are losing touch with today's female consumer. This project will inspire and inform brands about how to connect effectively with the female decision makers of today and tomorrow.

Additional objectives
Project Details

Methodology

Qualitative/Quantitative

As detailed below (under "Additional Approaches"), we are taking an iterative approach in a robust, three-stage learning program, where each phase informs the areas of questioning and testing for the next phase.

PHASE 1: Desktop Research & Influencer Interviews:
- Review of current data and trends related to female decision making; shifts in media and brand communication toward girls and women
- Identify and engage up to 5 experts on the topic to get perspective on if/how the landscape and dynamics are changing

PHASE 2 Qual: Friendship Groups and One-on-One In-Depth Interviews

PHASE 3 Quant: Online survey, as specified within this posting

EIGHT 2-HOUR GROUP SESSIONS COMPRISED OF MOM-TEEN PAIRS:
- Half of groups with younger Gen Z teens and half with older Gen Z teens
- Half of moms will be stay-at-home and half working outside home
- Pre-work journaling activity where teens and moms identify influencers and brand/messages that break through; thoughts on today v. yesterday marketplace dynamics toward gender

18 90-MINUTE ONE-ON-ONE IN-DEPTH INTERVIEWS:
- 6 among Gen Z females post high school
- 6 among Millennials
- 6 among Gen X; Mix of those with and without children.
- 8 conducted in-market
-10 conducted from broad geography via online video platform.
- Pre-work similar to group sessions

All sessions video recorded for use in final insights video

Screendowns conducted by Ignite 360 moderators prior to sessions to Ensure strong articulateness and storytelling, alignment to screener, comfort with session type

SEGMENTED BY:
- Gen Z teens (ages 12-15; 16-18)
- Gen Z females (19-24) post high-school graduates, mix of those working full time and those still in college
- Millennial females (25-38) even split of those with and without children, those with children will obtain split of stay at home with children v. work outside the home
- Gen X females (39-50) even split of those with and without children; those with children will obtain split of stay-at-home with children v. work outside the home

Anticipate one West Coast and one Midwest market (subject to change based sponsors' geography and scheduling)

Each respondent answers 10 minutes of general attitudinal and behavioral questions (category neutral) followed by 7-8 minute deep dive into up to 2 categories based on their eligibility (category purchasers).

Sub-group analysis will be conducted on 6 different categories represented within the base of project investors resulting in n=300 for each category.

- 600 teen girls: 300 Gen Z girls 12-15; 300 Gen Z teens 16-18
- 1,200 women: 400 post-high school grads Gen Z age 19-24; 400 Millennials age 25-38; 400 Gen X ages 39 to 50)
- 400 moms with children; split between stay-at-home and working moms

Pulled from a trusted partner's database and vetted to U.S. standards

SEGMENTED BY:
- Gen Z teens (ages 12-15; 16-18)
- Gen Z females (19-24) post high-school graduates, mix of those working full time and those still in college
- Millennial females (25-38) even split of those with and without children, those with children will obtain split of stay at home with children v. work outside the home
- Gen X females (39-50) even split of those with and without children; those with children will obtain split of stay-at-home with children v. work outside the home

• Topline summaries after each phase is completed

• Final PPT report created in visually forward style sharing the story with actionable recommendations supported by quotes from our participants

• Insights video: 10-12 minutes in length, bringing to life the key learning as told directly by the participants. Professionally shot and edited for C-suite ready quality

• Topline summaries after each phase is completed

• Final PPT report created in visually forward style sharing the story with actionable recommendations supported by quotes from our participants

• Insights video: 10-12 minutes in length, bringing to life the key learning as told directly by the participants. Professionally shot and edited for C-suite ready quality

Download

Company: Ignite 360

Previous Projects: 1

Rating:

Ignite 360 is a premier insights & strategy firm delivering actionable recommendations and inspiration through empathic storytelling, supported by sound strategy. Our industry-leading clients span a diverse range of categories and come to us for the bigger picture, 'higher degree of difficulty' challenges. Our work is grounded in understanding people through qualitative methods which makes the data human. Projects often include hybrid, phased approaches of qual and quant to insure the best quality work. Our analysis and creative development brings to life the insights and strategies in ways that connect the head and the heart, inspiring clear action. Results of our projects are often shared at the c-suite level as well as broadly across our client organizations. As one client said "if you want great, you choose Ignite 360!"

Lisa Osborne - COO
Sunaina Velagaleti, PhD

BE ONE OF THE FIRST 7 FUNDERS AND....

- Participate in project kick-off with input into initial hypotheses and critical questions to be addressed
- Review and provide feedback into qualitative session guides and quantitative survey
- Attend/observe a portion of the qualitative research
- Schedule a presentation of findings for your group via WebEx (optional in-person presentation & facilitated insight activation also available; travel to billed separately at costl)

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The Pitch

The dynamics of the female head-of-household decision maker are quickly evolving. And, the ways in which brands need to communicate with -- and speak to -- women have forever changed.

Shifting cultural and social influences, media-portrayed imagery, and heightened awareness of self are affecting decision-making power. Further, there is a pushback against gender stereotypes that is impacting the way in which brands can effectively market to women. These shifts, in culmination, will continue to reshape the way in which brands can best influence, engage, and drive loyalty among their female target audiences.

But, what are the driving forces and prevailing attitudes impacting the evolving landscape of the female consumer today? How are women navigating the dynamic marketplace, and what messages and brands are resonating with them (and why)? What are the principles by which brands can engage and reach female decision makers now and in the future?

This multi-stage learning program will build foundational yet essential knowledge and fully identify the critical components for brands to truly engage the new female decision maker. The results: highly actionable insights to connect with the female consumers of today and tomorrow.

Please join this study now so you can participate in the project kickoff and provide feedback to help shape this important work!

Co-funding price: $49,500.00 Co-fund this project