Insights in Marketing Identifies 5 Profiles that Matter When Marketing to Women

i-on-Women™ team finds that All US women fit into five psychological and behavioral profiles 

CHICAGO – July 10, 2013 – Insights in Marketing, LLC (www.insightsinmarketing.com), a full-service marketing research consultancy based in the Chicago area, has identified five distinct psychological profiles that truly matter when marketing to women. According to research from the company’s i-on-Women™ team, this information will help marketers communicate more effectively with women—something that women have clearly stated that they need. 

“People now understand that women control more than $7 trillion in domestic spending and control purchase decisions for 85 percent across most major categories. Yet, only 9 percent of women feel as though marketers are effectively marketing to them,” said Tinesha Craig, division director of i-on-Women™. “We learned that there is a substantial gap between the information that companies have about women and the insights that really matter when marketing to women. Our research revealed insights on the psychological drivers, traits and behaviors that can really help marketers break through the noise and connect with this critical audience.”

Based on the findings, Insights in Marketing developed five Female Behavioral Insight profiles (FBI ProfilesTM) that create a complete and clearer picture of what different American women want, need, perceive, and value. The profiles are a Myers-Briggs® like tool designed specially to understand how to motivate women, and provide insight into the “unconscious” drivers of female behaviors and purchase decisions. 

The FBI Profiles™ contain a wealth of insight including household dynamics, personalities, motivators, habits, values, influencers, life meaning, behaviors and more and can be paired with other data to provide category and brand specific insights.

Here’s a snapshot of the five profiles: 

• Profile 1 (26 percent of women): She is driven and focused on being successful in whatever she does. These are the women who want to “have it all.” Whether she is a leader of a Fortune 500 company, or the CEO of her family she is determined to accomplish her goals. She’s often torn between her work life and home life. But, with a laser-sharp focus, she never loses sight of her goals, knowing that with enough tenacity she’ll win. 

• Profile 2 (21 percent of women): She is a happy traditionalist who is conservative and risk avoidant. You’re most likely to find her at home with friends and family. She is the quintessential nurturer who takes care of herself by caring for others, whether it’s emotionally or physically. She prefers to be behind-the-scenes rather than center stage and is guided by a strong belief system, structure and routines.

• Profile 3 (20 percent of women): She is deliberate and highly curious about why people do what they do. Routine is the backbone to her life, and she gets comfort from knowing what’s going to happen next. She is happiest when things are going according to plan, but life and the unpredictable world around her make her feel off balance. She can handle a few curveballs, but struggles when too many come her way. If there are rules she will follow them because rules define guidelines and expectations. 

• Profile 4 (17 percent of women): Self-reliant and struggling to maintain control of things around her, she feels that she is the only one who can solve her problems. She’s keenly aware of the setbacks and of disappointments that have befallen her, driving her to surround herself with an emotional fortress. Despite her seeming independence, she needs reinforcement and positive feedback from others. 

• Profile 5 (16 percent of women): Driven by an unquenchable curiosity, she is a bubbly, social butterfly who is open to anything. She doesn’t climb a mountain or try the newest restaurant just for bragging rights rather she does it just to satisfy her own curiosity. Fearless and unreserved, she is resistant to anything boring or repetitive. She believes that people should seek out and pursue what makes them happy. She wants everyone to fully experience all that life has to offer so she goes out of her way to be inviting, inclusive and generous. 

“It’s important to note that these profiles are not defined by demographics, which enable marketers to avoid typical stereotypes that might be assumed,” cautions Craig. “Our immediate goal is to bring forth compelling insight that marketers, insights professionals and innovators can apply to relevant, everyday business challenges like designing new products, creating effective brand positioning, and segmenting target consumers.” 

To learn more about the FBI ProfilesTM, please visit http://www.insightsinmarketing.com or click here.

About Insights in Marketing, LLC & i-on-Women™: 

i-on-Women™ is a team of intensely curious people at Insights in Marketing, LLC who are driven to understand the "whys" behind women's behavior to help clients create breakthrough marketing to women. To learn more about i-on-Women™, please visit http://www.insightsinmarketing.com or send an email to info@insightsinmarketing.com. For more information about Insights in Marketing check out our: website, blog, LinkedIn, Facebook and Twitter feed. 

Lauren Russ at 773.868.0966 or lauren@connectcomsinc.com

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