US Firm to Keep an 'i on Women'

Chicago-based Insights in Marketing (IIM) has launched a new division called 'i on Women', dedicated to understanding female consumers.

IIM says women control 'more than 80 percent of purchase decisions for a variety of categories' - but that most women feel marketing does not address them effectively. The firm's proprietary toolbox includes 'FBI Profiles', which categorizes women into different psychological and behavioral groups based on factors including household dynamics, personalities, motivators, habits, values and behaviour - and details how to engage with and persuade them.

It also offers customised services including segmentations and gap analyses, marketing assessments, co-creation workshops and trend and social media monitoring and reporting.

'All marketing is not created equal', says Tinesha Craig, Director of the new division. 'Our goal at i on Women is to help our clients effectively market to women, and to do that, they must truly understand what drives them. We can help build that bridge and help clients communicate and connect with women more effectively than ever before.'

The division can be found at www.insightsinmarketing.com/what-we-do/our-expertise/marketing-effectively-to-women.aspx .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.