Changing the angle to see what was never seen
"Goldman Sachs, in Tokyo, has developed a list of 115 companies that gear their sales towards high income women; in the last decade the value of participations in Goldman's portfolio has increased 96% while the increase of the stock market in Tokyo was only 13%."
The Economist
Market research with a gender approach
Until now, market researches did not incorporate gender cultural differences as an important factor. However, a market research that ignores the "Gender Know How"© can provide erroneous results since it doesn't take into account all the variables.
The key to avoid this is to have knowledge on gender issues, knowing how to find and exploit the differences and affinities among the perceptions of products and services in men and women to use and consider them when interpreting results.
"Gender Know How"© is a crucial tool in this sense. It is an exclusive research methodology that is applied in their GENDER-LABS® and makes it possible to know how products or services and companies are positioned in gender and consumption issues. In order to apply it correctly, the research must be in hands of professionals who know the cultural gender differences, who adopt creative forms to investigate in depth the target audience, their emotional aspects, their tastes and needs.
The Gender Group has innovative market research techniques that make it possible to find the keys to incorporate a gender policy and achieve better results in the most numerous consumer segment of the market: women.
The market researches of The Gender Group, qualitative and/or quali-quantitative, or in some case mystery shoppers make it possible to obtain exceptional gender-based consumer insights.
The research methodology used by The Gender Group acknowledges women and the interpretation of results is always sifted by the reality that concerns them.
Mistery shoppers
Mistery shoppers are basically quali-quantitative studies in points of sales to observe from a gender perspective the behavior of the salesperson when the purchaser is a woman, a man or a man/woman couple. Those studies make it possible to see the different behaviors of the salesperson during the sales act, from start to finish. These can be done to observe the customer care center or call center from the same perspective.
Gender Labs®
Gender Labs®: The Gender Group carries out totally different and special qualitative studies to understand relationships between gender and consumption. This kind of research can also serve different purposes with a gender perspective: development of products, study of their communications and evaluation of their sales processes.
