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

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she’s answering (all) your questions