A business case, inspired by the reality to illustrate how to use the research survey results of #Femininsight. More info on twitter @iewoman

1. Insights about the contemporary woman

2. #Femininsight
• Contemporary women, daily life with a focus on
beauty, fashion & food
• Field: February - May 2011
• N = 3000 Belgian women / 7.500 surveys
• 15-75 years old
• Online Panel, by GFK

3. #Femininsight
Food, drinks,
Shopping, 56 brands restaurants, recipes,
clothing,
Product usage, 3 sectors accessories, shoes
Media, WOM, … 7 subsectors
Beauty:
Food & drinks personal care,
#Femininsight
Typology of 6 @iewoman cs.sanomamedia.be
women Fashion hair care,
cosmetics,
Beauty perfume Youtube.com

4. OPEN
Evasionista
10% of Belgian women
18% of Belgian women
Harmonista
INDIVIDUAL HARMONY
Epicurista
20% of Belgian women
Ambitionista Rationalista
28% of Belgian women
11% of Belgian women
Traditionalista
12% of Belgian women
CONTROL

5. In practice

6. Case
• new from France
• basis for every sauce
• 100% natural ingredients
• easy to use
• fresh

7. Briefing
• Target:
• people who love good food and who like to cook
• people who like to share tips & tricks about food (recipes)
• Objectives:
• create awareness
• generate trial
• Communication:
• develop your own classic & modern sauces with La Sauce, easy
in use and works always!

8. She’s a foodie

9. Pleasure or duty
Everything to do with food & cooking is a pleasure,
and eating is the ultimate pleasure for women
eating is 3% 16% 81%
cooking is 15% 24% 60%
duty - 1 - 2 -3 pleasure - 4 - 5

10. Cooking
65%
64% evasionista
ambitionista
67%
pleasure - 4 - 5 traditionalista
harmonista
epicurista
rationalista
50% 55% 60% 65% 70%

11. Traditionalista
Her cooking attitudes
53% simple &
traditional meals
cooking = pleasure
Food simple, traditional, home made bread,
home made, discount, marmelade, …
meat invites friends over for
dinner > restaurant 43%

12. Evasionista
Her cooking attitudes
68% food experiment
cooking = pleasure, with
variation
new recipes
Food experiment, fresh, new tastes 59%
organic & fair trade, invites loves cooking in the weekend
friends over for diner invites friends over for
dinner > restaurant 43%

13. Ambitionista
Her cooking attitudes
75% international
cuisine
cooking = pleasure,
mainly in the weekends
Food restaurant, haute cook to impress 57%
cuisine, fresh & canned, new recipes
recipes, vitamins restaurant > home 30%

14. She’s influential

15. Influentials
Transfer of knowledge:
Influentials I am able to inform them well
reinforce your
brand Connector Expert
Food: 27% Food: 8%
Recipes: 20% Recipes: 12%
Communication:
During the past 4 months I’ve
shared my opinion with more
than 6 people
Saleswoman
Food: 11%
Recipes: 18%
Trendformer
Food: 5%
Recipes: 6%
Conviction:
I am able to convince them

16. Consumer types
Ambitionistas & Evasionistas are the best connectors and
saleswoman for food products. Followed by the Traditionalistas
32
connector 34
25
12
saleswoman 15
12
expert
7
11
FOOD
8
4
trendformer 5
5 evasionista ambitionista traditionalista

17. Consumer types
Evasionistas & Traditionalistas are the experts and saleswoman when it comes to
recipes. Ambitionistas & Evasionistas share a lot of information about recipes
32
connector 22
17
24
saleswoman 14
18
15 RECIPES
expert 10
12
trendformer
evasionista ambitionista traditionalista

18. She’s a consumer

19. Consumer types
35 Ambitionistas & Evasionistas are the early adopters for new products.
Followed by the Epicuristas
30
25
20
15
10
5
0
innovators early early late laggards
adopters majority majority

20. She’s inspired

21. OPEN
Top 5 sources cooking recipes
Evasionista
women’s magazines
culinary magazines
conversations w/ relatives
culinary books
INDIVIDUAL websites HARMONY
women’s magazines
Ambitionista culinary magazines
women’s magazines culinary books
culinary magazines conversations w/ relatives
conversations w/ relatives dailies Traditionalista
websites
culinary books
CONTROL

22. Women’s magazines
%women tra amb eva
Often tries a recipe read in a women’s magazine 50% 101 100 105
Like to read testimonials about food products 38% 116 97 110
Culi editorials belong to women’s magazines 37% 113 107 107
Devour culinary articles in women’s magazines 27% 106 117 103
Often buys a food product seen in a women’s magazines 20% 103 116 102

23. OPEN
mag & web
mag & web Libelle
Flair Evasionista
regular readers
Humo 18% (sel 144)
INDIVIDUAL HARMONY
Ambitionista
regular readers
regular readers Libelle 21% (sel 111)
Flair 10,5% (sel 121) Story 8% (sel 122)
Humo 17,5% (sel 139)
Traditionalista
Feeling 8% (sel 131)
CONTROL

24. Big idea/solution

25. More
@
@iewoman #Femininsight http://cs.sanomamedia.be
@vansan2010 http://omnimediavore.blogspot.com

26. she’s answering (all) your questions