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A business case, inspired by the reality of my business to illustrate how to use the research survey results of #Femininsight. More info on http://omnimediavore.blogspot.com and on twitter @iewoman
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Insights about the contemporary woman
#Femininsight
• Contemporary women, daily life with a focus on
beauty, fashion & food
• Field: February - May 2011
• N = 3.000 Belgian women / 7.500 surveys
• 15-75 years old
• Online Panel, by GFK
#Femininsight
@iewoman
Youtube.com
cs.sanomamedia.be
56 brands
3 sectors
7 subsectors
Food, drinks,
restaurants, recipes,
clothing,
accessories, shoes
Food & drinks
Fashion
Beauty
Beauty:
personal care,
hair care,
cosmetics,
perfume
Shopping,
Product usage,
Media, WOM, …
Typology of 6
women
#Femininsight
INDIVIDUAL HARMONY
CONTROL
OPEN
INDIVIDUAL HARMONY
CONTROL
OPEN
Evasionista
10% of Belgian women
Harmonista
18% of Belgian women
Traditionalista
12% of Belgian women
Rationalista
28% of Belgian women
Epicurista
20% of Belgian women
Ambitionista
11% of Belgian women
In practice
Case
• new from France
• basis for every sauce
• 100% natural ingredients
• easy to use
• fresh
Briefing
• Target:
• people who love good food and who like to cook
• people who like to share tips & tricks about food (recipes)
• Objectives:
• create awareness
• generate trial
• Communication:
• develop your own classic & modern sauces with La Sauce, easy
in use and works always!
She’s a foodie
Pleasure or duty
15%
3%
24%
16%
60%
81%
cooking is
eating is
duty - 1 - 2 -3 pleasure - 4 - 5
Everything to do with food & cooking is a pleasure,
and eating is the ultimate pleasure for women
Cooking
50% 55% 60% 65% 70%
pleasure - 4 - 5
evasionista
ambitionista
traditionalista
harmonista
epicurista
rationalista
65%
67%
64%
Food simple, traditional,
home made, discount,
meat
Traditionalista
Her cooking attitudes
53% simple &
traditional meals
cooking = pleasure home made bread,
marmelade, …
invites friends over for
dinner > restaurant 43%
Evasionista
Her cooking attitudes
68% food experiment
cooking = pleasure, with
variation
new recipes
new tastes 59% loves cooking in the weekend
invites friends over for
dinner > restaurant 43%
Food experiment, fresh,
organic & fair trade, invites
friends over for diner
Food restaurant, haute
cuisine, fresh & canned,
recipes, vitamins
Ambitionista
Her cooking attitudes
75% international cuisine
cooking = pleasure,
mainly in the weekends
cook to impress 57%
new recipes
restaurant > home 30%
She’s influential
Influentials
Trendformer Food: 5%
Recipes: 6%
Communication:
During the past 4 months I’ve
shared my opinion with more
than 6 people
Transfer of knowledge:
I am able to inform them well
Conviction:
I am able to convince them
Connector Food: 27%
Recipes: 20%
Expert Food: 8%
Recipes: 12%
Saleswoman Food: 11%
Recipes: 18%
Influentials
reinforce your
brand
Consumer types
Ambitionistas & Evasionistas are the best connectors and
saleswoman for food products. Followed by the Traditionalistas
5
8
12
25
5
11
15
34
4
7
12
32
trendformer
expert
saleswoman
connector
evasionista ambitionista traditionalista
FOOD
Consumer types
Evasionistas & Traditionalistas are the experts and saleswoman when it comes to
recipes. Ambitionistas & Evasionistas share a lot of information about recipes
RECIPES
12
18
17
10
14
22
15
24
32
trendformer
expert
saleswoman
connector
evasionista ambitionista traditionalista
She’s a consumer
Consumer types
Ambitionistas & Evasionistas are the early adopters for new products.
Followed by the Epicuristas
0
5
10
15
20
25
30
35
innovators earlyadopters
earlymajority
latemajority
laggards
She’s inspired
INDIVIDUAL HARMONY
CONTROL
OPEN
INDIVIDUAL HARMONY
CONTROL
OPEN
Evasionista
Traditionalista
Ambitionista
Top 5 sources cooking recipes
women’s magazines
culinary magazines
conversations w/ relatives
culinary books
websites
women’s magazines
culinary magazines
conversations w/ relatives
websites
culinary books
women’s magazines
culinary magazines
culinary books
conversations w/ relatives
dailies
Women’s magazines
%women tra amb eva
Often tries a recipe read in a women’s magazine 50% 101 100 105
Like to read testimonials about food products 38% 116 97 110
Culi editorials belong to women’s magazines 37% 113 107 107
Devour culinary articles in women’s magazines 27% 106 117 103
Often buys a food product seen in a women’s magazines 20% 103 116 102
INDIVIDUAL HARMONY
CONTROL
OPEN
Evasionista
Traditionalista
Ambitionista
mag & web
Libelle
regular readers
Libelle 21% (sel 111)
Story 8% (sel 122)
mag & web
Flair
regular readers
Flair 10,5% (sel 121)
Humo 17,5% (sel 139)
Feeling 8% (sel 131)
regular readers
Humo 18% (sel 144)
Big idea/solution
@iewoman #Femininsight http://cs.sanomamedia.be
@vansan2010 http://omnimediavore.blogspot.com
More
@
she’s answering (all) your questions
