STOCKHOLM, Sept. 3, 2013 /PRNewswire/ — Global research carried out this year highlighted that marketers have been falling into the trap of categorizing women in blunt demographic terms such as 'busy working mum', and unveiled new 'tribes' of females, which, according to global provider of market insight tools Cint, are easier to target with DIY tools.
The study* identified 13 tribes defined by their goals and ambitions, eradicating the stereotypes upon which marketers have long relied. It also spurred categories based on lifestyle and psychographics, including Tiger Mother, GI Jane, Beauty Witch and Modern Courtesan. The study outlines the characteristics of these tribes, meaning marketers can use these traits to further hone their research for an even more targeted approach, resulting in enhanced ROI when conducting consumer research. This, says Cint, gives marketers an excellent opportunity to capitalize on reaching target audiences with ease, but most of all, precision.
Cint's CEO Bo Mattsson explains: "Up until now, marketers have relied on the traits of rather broad categories of females when looking to gather insight. Labeling women simply as 'earth mother' or 'career driven alpha female' has meant that results gathered on these groups have not been as reliable as they could have been, and the less targeted the approach, the less representative the outcome. Using the traits described within these new tribes will help brands significantly when gathering insight."
Tribes include the 'Beauty Witch', described as a woman in her 40s to 50s who appears to be much younger and spends a disproportionate amount of time and money on her appearance. This tribe is a great target category for luxury beauty brands, whilst 'Super Athletes', dubbed as trailblazers for women in sport, are an ideal market for sports brands.
Bo added: "The traits outlined in the identified tribes can be used effectively with the latest DIY market research tools to really open up the doors for brands looking to further refine their targets."
For more information on the market research tools offered by Cint, including the Cint OpinionHUB, which comprises over 10 million people in 57 countries, and to find out how to create a market research panel for your brand, please visit www.cint.com.
*study undertaken by JWT London.
Contact – Keredy Andrews – 0044 1858 411 600 – Email