Women Want to Be Richer or Thinner

by Jen Drexler
Published September 1, 2010 in Fashion

Women Choose Being Richer and Thinner over Smarter and Younger

According to a new Adweek Media/Harris Poll, if women could be granted one wish to change something about themselves they would choose to be richer or thinner. In this poll, American adults were asked if they would most want to be richer, thinner, smarter, or younger, a large plurality (43%) professed that they would want to be richer, according to a recent Adweek Media/Harris Poll. However, it appears men and women view these traits slightly differently. Although just 14% of both men and women say they would choose to be smarter, that’s the only characteristic they agree on. More men say that they would choose to be richer (46%, compared to 41% of women), while 29% of women say that they would most want to be thinner, compared to just 14% of men who say the same. And while women may have the stereotype of lying about their age, 16% of men say they would most want to be younger, compared to just 8% of women who say the same.

Mary Lou Quinlan, CEO and Jen Drexler, Principal of Just Ask a Woman and co-authors of the recent book What She’s Not Telling You, see these results as evidence of women’s Half-Truth telling—a topic the Just Ask a Woman team spoke about during last year’s M2W®. Quinlan observes, “While in public most women might claim the Half Truth that they’d prefer brains to money, the Whole Truth (especially in this economy), is that they’d like to be richer. With a little extra cash, they can always study their way to smarter or buy their way to thinner. It’s not politically correct but it’s honest.” Drexler weighs in, “Likewise, we’re not surprised that women chose being thinner above younger. Gen Y, X and Boomer women don’t necessarily want to “be” younger or sacrifice the wisdom that comes with age. They want to “feel” and “look” younger which is often equated to a mythical or real time when they felt happiest with their weight. Leave it to women to find a way to have their cake and eat it too!”

Tags: Adweek, m2w, Research

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A “Magic Touch” Can Gain Consumers Favor

by Tracy Chapman
Published February 23, 2010 in Retail

Benedict Carey’s article in today’s New York Times, Evidence That Little Touches Do Mean So Much, states “that a warm touch sets off the release of oxytocin, which helps create a sensation of trust, and reduces levels of the stress hormone cortisol.”  Waiters and waitresses have known this for some time. Research has shown that when the waitstaff touches a patron during the meal, customers are more likely to leave a bigger tip. Take note the next time you’re in a Macaroni Grill or a TGIFridays!

This got me thinking about the way Just Ask a Woman talks with consumers in research. If the research shows that a high five can enhance performance, think about what could happen if you are in the room with your consumer, elbow to elbow.

Often during our sessions, it feels appropriate to lay a hand on a shoulder, touch an arm, pat a back – this all comes naturally when you are Power Listening and engaging in the conversation. But if you are sitting in the back room, separated from your consumers, you will never have a chance to connect physically.

While it is difficult to offer a little touch at the retail shelf, perhaps connecting in a more physical way (being in the same room with her is a good start) before your product even goes to market, will lay the foundation for a stronger relationship in the future.

Tags: Power Listening, Research

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