Stopping the Stereotype: Purchase Psychology by Gender and What it Means for Marketers

Stopping the Stereotype
Purchase psychology by gender and what
it means for marketers

#SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential2
Housekeeping
Questions throughout today’s webinar
• Ask a question at any time throughout the Webinar
• Q&A icon at the bottom of your display
• If asking questions on Twitter, please use
#SeeHer | @MerkleCRM
Today’s Webinar - Recording
• In the next few days, you will receive an email with a link
to access the “on demand” version.
For any technical questions, enter them via the Q&A icon
on your screen

Who We Are

Introductions
Stephen Quinn
Chair of the ANA AFE
• Prior CMO of Walmart and Frito-Lay
• Voted 2012 Top Global CMO by Forbes
• In the Marketing Hall of Fame and former chair of
the ANA
• Prior roles at Johnson & Johnson, Procter &
Gamble and Quaker Oats and PepsiCo
Ethan Hanson
Director, Digital Marketing & Consumer
Research, Merkle
• Merkle’s key partner with the ANA AFE
• Merkle’s first male member of the Women in
Leadership Core Committee
• Research Lead for the Sports Car Decisioning
Insights
• 10+ years experience in research & strategy

Thank you for joining us today

Agenda
1. #SeeHer Overview
2. Stereotypes in Vehicle Purchases
3. Neuroanalytics
4. 5 themes in the Sports Car Purchase Process
5. Insights by Gender

ANA/AFE Executive Leadership
Bob
Liodice
Stephen
Quinn
ANA Supporters AFE
Katie
Miller
Gail
Tifford
Lance
McAlindon
Marc
Pritchard

The Alliance for Family Entertainment is supported by brands across industry

© 2017 Merkle. All Rights Reserved. Confidential
To accurately portray all women and girls in media so that by 2020
(the 100th anniversary of women getting the right to vote), women
and girls will see themselves as they truly are.
Our Mission

POLL
HAVE YOU HEARD OF #SEEHER OR THE AFE before today?

Gender Equality Metric (GEM™) Source: ABX

We are finding a correlation between positive Gender Equality Measure™
and higher programming ratings
Rating GEM™ # Shows
< = 2.0 90 58
2.0 – 3.0 99 43
3.0 – 5.0 99 59
> = 5.0 107 44
Source: ABX
n = 200

Stereotypes in Vehicle Purchases
Examples from history and today

“The first an only car designed for your majesty, the modern American woman”
Watch the full presentation at merkleinc.com

A vehicle made for a delicate woman
Complete with pink trim,
cream paint, and floral
upholstery with a pink
purse compartment
behind the passenger
seat and thinner steering
wheel for delicate hands

“Exclusive design and thoughtful feminine touches”
"eyeliner headlights" that are
"emphasized in the same way as
make-up emphasizes the eye”
Other glamorous features include
"jeweled, bi-color alloy wheels" that
add a "surprise sparkle"

Consumers took to social media to share their opinions about Seat Mii

“…the Seat Mii seats ‘recline all
the way back to the 1950s.”
–Ellen DeGeneres

$20
Women control $20 trillion of annual spend globally
(The Female Economy, Harvard Business Review, September 2009.)
Insert image of a woman making a purchase at a register
faded
$20 trillion
The Female Economy, Harvard Business Review, September 2009.
Women control
of annual spend globally

85%of auto purchases
Women play a lead role in
Women Dominate Car-Buying Decisions; Few Hold Auto Executive Jobs, NPR November 2015.

40%of women do
not relate to the
women they
see in
advertising
Source: Unilever

The Purchase Psychology of Sports
Cars by Gender

Merkle’s Neuroanalytics™ Practice

Merkle’s Neuroanaltyic™ practice has consistently been featured by industry leaders
2017 Media Post Finalist in Insights/Research
2015 Forrester rates this strategy one of the best
2016 Recognition of a fresh approach
Featured at Advertising Week
2017 Data Creativity Award Nominee
2017 Data Creativity Award Nominee

“True brand intelligence lives at the
intersection of head and heart, where the
emotional self meets the analytical self.”
–Harvard Business Review, 2014

The art and science of the decision: Jewelry
Product
Attributes
Personal
Value
Product
Benefits
Personal
Benefits
ANALYTICAL
Slow & Intensive
INSTINCTIVE
Immediate & Decisive
90% of decisions are
instinctive
Most marketing
is rational
Status
Symbol
Distinct
Style
Good
Life
Reward
Self
Iconic
Brand
Classic
Style
Self
Esteem
Accepted
Part of
Group
SYSTEM 1 SYSTEM 2

1. Uncovering the Decisioning Factors of choosing a sports car
Develop
Segments
Project
Segments
Quantify
Motivations

2. Quanitfying the Decision Process an Consumer Motivations

3. Consumer Insights based on data, psychology and advanced analytics

Consumers shared five themes to the purchase process
Fun to
Drive
Responsible
Impress
Others
& Feel
Attractive
Self
Confidence
Good Value

POLL:
WHICH OF THESE MOTIVATIONS DO YOU THINK FEMALES MOST RELATE WITH?
Fun to
Drive
Responsible
Impress
Others
& Feel
Attractive
Self
Confidence
Good Value

Sports Car Research
Success/
Accomplish
ment
Rare Vehicle
&
High Tech
Features
Fun to
Drive
Responsible
Impress
Others
& Feel
Attractive
Self
Confidence
Efficiency

Sports Car Research
Respected
&
Empowered
Sporty &
Cool
Looking
Vehicle
Fun to
Drive
Responsible
Impress
Others
& Feel
Attractive
Self
Confidence
Efficiency

Sports Car Research
Satisfaction,
Enjoyable
Experience
Easy to
drive
Fun to
Drive
Responsible
Impress
Others
& Feel
Attractive
Self
Confidence
Efficiency

Sports Car Research
Peace of
Mind
Safe and
trusted
brand
Fun to
Drive
Responsible
Impress
Others
& Feel
Attractive
Self
Confidence
Efficiency

Sports Car Research
Wise
Steward
Convenient,
Save Money
Fun to
Drive
Responsible
Impress
Others
& Feel
Attractive
Self
Confidence
Good Value

#SeeHer @MerkleCRM© 2017 Merkle. All Rights Reserved. Confidential41© 2017 Merkle. All Rights Reserved. Confidential
POLL:
IF YOU WERE IN THE MARKET FOR A SPORTS CAR, WHICH WOULD BE YOUR
PRIMARY MOTIVATOR?
Fun to
Drive
Responsible
Impress
Others
& Feel
Attractive
Self
Confidence
Good Value

We do not see major differences across gender
7.5
8.2
8.7
8.2
7.5
6.6
7.9
8.8
8.4
7.6
Impress Others** Self Confidence Enjoyable Life Being Responsible Efficiency
MeanImportanceScore
Male
Female
The only statistically significant difference in preference.
Males consistently place higher importance on the idea of impressing others and feeling attractive.
Fun to
Drive
Responsible
Impress
Others
& Feel
Attractive
Self
Confidence
Efficiency
Source: Merkle
n = 526

Brand Preference by Gender
BRAND OWNED
GENERAL SURVEY
POPULATION
MEN WOMEN
Audi 16% 18% 12%
Ford 13% 14% 12%
BMW 13% 13% 14%
Chevrolet 13% 14% 11%
Dodge 10% 8% 12%
Porsche 7% 7% 7%
Nissan 5% 5% 5%
Mercedes-Benz 4% 4% 4%
Jaguar 4% 4% 3%
Ferrari 2% 2% 3%
n=500
Source: Merkle
n = 526

$15 billion
Source: Statistica
U.S. Automotive advertising accounts for nearly
in media spend

Accurate portrayal
of women in media
stretches across
industry - including
hamburgers

40%of women do
not relate to the
women they
see in
advertising
Source: Unilever

Gender Equality Measure - (GEM™)
Source: ABX
n = 17,000
Alcoholic Beverages
Travel & Tourism
Automotive
Retailers
Home & Garden
Financial Services
Food & Beverage
Electronics
Personal Care
Health & Wellness
Average GEM Score by Industry
The Automotive industry scored toward
the bottom of the industries measured.

8 Questions we can ask from The Female Quotient
Source: The Female Quotient
1. Favorably present women
2. Portray women in a respectful manner
3. Show women as good role models for women or for girls
4. Represent women in a way that consumers would be comfortable seeing their mom or sister in the ad
5. Show a woman’s whole self, rather than focusing on a specific body part
6. Make sense for the brand/product being advertised
7. Make consumers feel good about themselves
8. Are appropriate for all ages

Today we learned
Fun to
Drive
Impress
Others
& Feel
Attractive
Self
Confidence
Responsible Efficiency
What’s old
shouldn’t
necessarily be new
3 approaches to assess
your messaging
approach
5 Motivations in
the Sports Car
Purchase Process

Whitepaper available to download at Merkleinc.com
Go to Merkleinc.com and search ‘Sports Car’

Contacts
If you’re interested in joining the ANA AFE, please
contact Mark Tilghman at mtilghman-cw@ana.net
Questions about the research or whitepaper please
contact Ethan Hanson at ehanson@merkleinc.com

Thank you.

Stopping the Stereotype: Purchase Psychology by Gender and What it Means for Marketers

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Stopping the Stereotype: Purchase Psychology by Gender and What it Means for Marketers

Ähnlich wie Stopping the Stereotype: Purchase Psychology by Gender and What it Means for Marketers (20)

Mehr von Merkle

Mehr von Merkle (8)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Stopping the Stereotype: Purchase Psychology by Gender and What it Means for Marketers