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Women 2020: How women's actions and expectations are changing the future
A paper exploring how women act as catalysts for change, today and in the future. It argues that marketers should respect the changing role of women in society, and the deep repercussions of this shift for both popular and consumer culture around the world.
Midlife Women: Embracing power and avoiding invisibility
This paper analyses the state of women aged 45-64 years old, using an international perspective.
Do men and women respond differently to ads?
Research which measured gendered emotional responses to ads by creative approach.
How to market to women
Best Practice paper offering practical tips, examples and recommended reading.
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P&G tackles a taboo with a digital conversation – 'Like a Girl'
How Always engaged consumers in a new way by changing the conversation.
Galaxy Chocolate: The Galaxy style exchange
This case demonstrates how Galaxy, the chocolate brand, grew attention among young women in Ireland.
Sport England Insight: Engaging women and girls in sport
This case study shows how Sport England used the flow of quality insight to decision makers, partners and the consumer (and back) to make for a deeper understanding of women and change the way the organisation works with them.
Decoding Impulse: How an innovative approach to in-store research revolutionised Revlon's understanding of cosmetics shoppers
This case study describes how Revlon, the cosmetics company, used an innovative approach to revolutionise its understanding of the UK cosmetics shopper.
Juvederm: Allergan Normalise and Activate
This case study describes how Juvéderm, a cosmetic facial filler brand, used a segmentation strategy and digital display partnerships to make the most of the opportunities presented by digital channels.
The changing face of the beauty customer
This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.
Using Greimas' semiotics in ethnic consumer research
With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.
Know the audience: Mums
This article discusses recent global statistics, research and insights into mothers.
How Macy's fashions a new influencer strategy
This event report addresses how Macy's, the department-store chain, has developed its influencer strategy over time.
Young Women's Health: Global attitudes towards health, fitness and wellbeing among the under 30s and market impact - executive briefing
This article highlights topline trends in young women's approach to fitness and health across the world.
This Girl Can: The power of insights and letting go
This event report looks at how a government agency set out to promote behavioural change among women and get them more involved in exercise and sport.
Three sides to every story: How qualitative research can incorporate technology in visual, verbal and written narrative
This paper looks at how researchers can use the data generated by new technologies to better understand consumer behaviour and generate insights for marketers by incorporating storytelling, and tests two different methods.
Gilt Groupe builds it brand – and sales – with Instagram
This event report outlines the various ways in which Gilt Groupe, the flash-sales platforms for luxury apparel, is using Instagram.
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