Better Insights Arise From Mixing Company
In my latest eBrandMarketing post, I write about how to make women seem less foreign as consumers. Yes - they are worth “studying,” but mainly it’s time to interact with them.
Here’s a clip:
In the marketing realm, there is much evidence of the same sort of fear of the “foreign” - particularly in the way the women’s market is approached by so many traditionally male-dominated industries. Spa parties and nail polish give-away type campaigns tend to be the default female shopper attraction, despite the fact that such methods are akin to talking REALLY LOUDLY in a country where you don’t speak the language. Irrelevant and cringe-worthy.
The better way to handle such a foreign exchange, if you will, is by mixing it up. Don’t stand in a corner using data analysis or focus group discussion to try to figure out how women - or any otherwise unfamiliar market segment - on the other side of the room, make buying decisions. Instead, engage and interact more intimately, human to human, and avoid inadvertent polarization. Mixing company helps the “language” barriers fall and the consumer insights rise to the surface.
