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Challenge
Our client's programing has a significant female audience. To develop
its programming and services, the client wanted to know more about women's
attitudes in a wide range of areas. The Strategic Counsel was asked
to help build an information database about the priorities, opinions and
needs of Canadian women.
Strategy
Our research had both a qualitative and a quantitative phase. First, we
assembled a series of focus groups composed of women of various ages living
in several centres across Canada. The findings from these groups were
then used to develop a phone-based survey, which was administered to a
random sample of 1,600 Canadian women over age 16. From this, we developed
attitudinal segmentations in a number of areas: self-image, physical and
emotional health, employment, relationships, sex, parenting and time management.
Results
Our detailed segmentation analysis helped the client identify core markets
for its programming and services. The research findings were also used
to generate topics for current-affairs programming. Our on-going
research has enabled our client to position itself as a leader in terms
of knowledge about Canadian women.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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