5 Profiles That Matter When Marketing to Women

5 distinct psychological profiles that truly matter when marketing to women have been identified in a recent research study and this information will help marketers communicate more effectively with women—something that women have clearly stated that they need.


Woman (Photo credit: Moyan_Brenn)

Women control more than $7 trillion in domestic spending and control purchase decisions for 85 percent across most major categories. Yet, only 9 percent of women feel as though marketers are effectively marketing to them. There is a substantial gap between the information that companies have about women and the insights that really matter when marketing to women. By targeting these psychological drivers, traits and behaviours, marketers can cut through the clutter and connect with women.

Here’s a snapshot of the five profiles:

Profile 1 (26 percent of women):
She is driven and focused on being successful in whatever she does. These are the women who want to “have it all.” Whether she is a leader of a Fortune 500 company, or the CEO of her family, she is determined to accomplish her goals. She’s often torn between her work life and home life. But, with a laser-sharp focus, she never loses sight of her goals, knowing that with enough tenacity she’ll win.

Profile 2 (21 percent of women):
She is a happy traditionalist who is conservative and risk avoidant. You’re most likely to find her at home with friends and family. She is the quintessential nurturer who takes care of herself by caring for others, whether it’s emotionally or physically. She prefers to be behind-the-scenes rather than center stage and is guided by a strong belief system, structure and routines.

Profile 3 (20 percent of women):
She is deliberate and highly curious about why people do what they do. Routine is the backbone to her life, and she gets comfort from knowing what’s going to happen next. She is happiest when things are going according to plan, but life and the unpredictable world around her make her feel off balance. She can handle a few curveballs, but struggles when too many come her way. If there are rules she will follow them because rules define guidelines and expectations.

Profile 4 (17 percent of women):
Self-reliant and struggling to maintain control of things around her, she feels that she is the only one who can solve her problems. She’s keenly aware of the setbacks and of disappointments that have befallen her, driving her to surround herself with an emotional fortress. Despite her seeming independence, she needs reinforcement and positive feedback from others.

Profile 5 (16 percent of women):
Driven by an unquenchable curiosity, she is a bubbly, social butterfly who is open to anything. She doesn’t climb a mountain or try the newest restaurant just for bragging rights rather she does it just to satisfy her own curiosity. Fearless and unreserved, she is resistant to anything boring or repetitive. She believes that people should seek out and pursue what makes them happy. She wants everyone to fully experience all that life has to offer so she goes out of her way to be inviting, inclusive and generous.

These profiles are not defined by demographics, which can enable marketers to avoid typical stereotypes that might be assumed. To learn more about these profiles, visit http://www.insightsinmarketing.com or click here.


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