Insights in Marketing Uncovers How a Woman’s Values, Habits, and Personality Correlates with Tech Behavior

August 15, 2014

Women's values, habits, and personalities can reveal tech preferences, social media habits and more

CHICAGO- August 19, 2014 - One-size-fits-all marketing towards women has never really worked, and now we're learning why, thanks to Insights in Marketing, LLC (,a research-based marketing consultancy based in the Chicago area. The company's research analyzed what motivates women to buy, and organizes that information to paint a complete picture of her for marketers. The goal: to help marketers communicate more effectively with women and to help them create emotional bonds with their brand.

In the U.S., women control more than $7 trillion in domestic spending and make 85 percent of purchase decisions across most major categories. "We know women hold the purse strings, and yet, our research shows that only 9 percent of women feel as though marketers are effectively marketing to them," said Brian Fletcher, VP of Consulting Services. "That's not only frustrating to the marketers, themselves, who spend millions on messaging, it's frustrating to the women who feel as though they're misunderstood. And they're taking their hard-earned cash elsewhere because of it."

The latest research from Insights in Marketing reveals eye-opening information about how a woman's values, habits, and personality correlates with her approach to technology, the Internet and social media. The study uncovered 5 types of women, each with her own views and behavior toward technology:

Tech Profiles


Tech-Dependent Theresa (17 percent of Women):

Simplify My Life Sally (23 percent of women):

Cautious Camille (20 percent of women):

Hesitant Hannah (17 percent of women):

Early-Adopter Amanda (23 percent of women):

According to Brian, insights such as these reveal details about women's personalities and their communication preferences like we've never seen. "We've uncovered a trove of information about character traits, social interaction, goals, motivators and the list goes on," says Brian. "When you read through the information, you'll be saying to yourself, 'Yep, I know her. Uh huh, I know who that is. Wait that's me!' The information is that spot-on, and it's going to really shift the way marketers communicate with women."

To learn more about this study and others, click here.

About Insights in Marketing, LLC:

Insights in Marketing (IIM) is a research-based marketing consultancy that helps clients develop the most complete picture of their target audience so they can build emotional and lasting connections with them.  IIM tackles a variety of key business challenges that keep clients up at night - better understanding consumer & shopper targets, optimizing brand strategy & positioning, elevating messaging and communication and innovating with impact.  IIM's Marketing Consultants leverage their years of client-side experience along with IIM's full suite of research methodologies and various types of psychological and statistical techniques to develop actionable client solutions.  IIM's research methodologies include in-person qualitative, online and mobile qualitative, quantitative and a mixed method or hybrid research. For more information about IIM, visit the IIM website, blog, LinkedIn, Facebook page and Twitter feed.

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