2015 Alpha Panel Survey
What Women Want
What do Women Want? Ginger finds the sweet spot for powerhouse consumer group.
Local consulting firm unveils annual What Women Want survey, to help brands understand what’s hot — and what’s not — in 2015 and beyond
612-716-0556 | Jennifer@owl-marketing.com
MINNEAPOLIS — April 23, 2015 — Wondering where to shop for Mother’s Day this year—the Apple Store or lululemon? How do women really feel about a female POTUS in 2016? And what are they eating — or not eating? Today, Twin Cities-based Ginger Consulting unveils findings from its sixth-annual What Women Want survey, a gathering of sharp insights into consumer trends from the firm’s national group of female super-consumers.
And what they found this year might surprise you.
For example, 64 percent of women think the latest diet and nutrition trends — such as Paleo, juicing, and gluten-free — are just fads, and find people who follow those diets for non-medical reasons to be annoying. And, the results also indicated that more than half of the women surveyed don’t mind making dinner every night. (Unless, perhaps, it needed to be Paleo or gluten-free.)
The 2015 What Women Want survey ranges across personal and popular topics. This year, panelists shared thoughts on the current retail climate (62 percent think retailers should ditch the “cash back on your next visit” approach), female candidacy in the 2016 presidential election (26 percent think a woman candidate will have to overachieve to be considered as good as the average male president), Mother’s Day gifts (iGadgets, cute workout gear or girls’ trips, please), retirement savings levels, health trends, and, naturally, Fifty Shades of Grey. On the whole, the results showed an upward trend in the female consumer’s personal economic state and agenda for 2015.
It’s all in the secret sauce — Ginger’s proprietary Alpha Panel™ is comprised of 350 hand-selected, bright and educated women from 10 U.S. cities who have their fingers on the pulse of trends and interests specific to women today. Founded in 2003 by former Fallon executives Mary Van Note and Beth PerroJarvis, Ginger delivers to brands and businesses insights into the world’s largest and most influential consumer group — women — through services including marketing strategy, planning, ideation and custom research.
“We tap into our panel in a number of ways — the What Women Want survey is one example — to better understand what’s on women’s minds at home, at work, and everywhere in between,” said Beth Perro-Jarvis, co-founder, Ginger Consulting. “Our alpha-females are a representative sample of America’s largest consumer group — the powerhouse that buys and sells 85 percent of all products bought and sold in the U.S. Naturally, they have a lot to say about the marketplace, and life in it.”
“Since we began our survey around the recession, we’ve seen women’s moods grow more positive each year,” said Mary Van Note, co-founder, Ginger Consulting. “Lately, they’re feeling good enough to budget for a splurge or two — and not only that, they’re interested in splurging on experiences, like a weekend away with their girlfriends. Brands, listen up — women aren’t looking to acquire more stuff, they’re looking for a fabulous experience, and they’re willing to pay for it.”
Ginger Consulting is a consulting firm that provides strategy, ideation and custom market research for blue-chip brands— as well as emerging companies you haven’t heard of yet. Ginger is deeply experienced in female consumers because they are, after all, the most influential consumer group on the planet.