female interaction
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womenomics – an opportunity for your business?

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Around the world, women’s buying power is rising far more rapidly than men’s. This trend – known as womenomics – is rooted in women’s increasing access to education, better jobs and expanding influence in households, businesses and society. Yet numerous surveys confirm what most women know only too well: products and services are rarely created or marketed to satisfy their expectations. One reason is that women tend to be significantly under represented in tech development environment. With our “inspired by women” know-how and toolbox, design-people helps you to tap into the business & innovation potentials of womenomics.

Around the world, women’s buying power is rising far more rapidly than men’s. This trend – known as womenomics – is rooted in women’s increasing access to education, better jobs and expanding influence in households, businesses and society. Yet numerous surveys confirm what most women know only too well: products and services are rarely created or marketed to satisfy their expectations. One reason is that women tend to be significantly under represented in tech development environment. With our “inspired by women” know-how and toolbox, design-people helps you to tap into the business & innovation potentials of womenomics.

WHAT WE OFFER

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Inspirational lectures

Help your organisation to understand and act on the business potentials of Womenomics. Learn about gender & innovation principles and get inspired from industry cases.

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Workshops

How to take action on your womenomics potentials? – our experts will inspire your teams on how to improve your offerings and communication by responding to female and male user preferences in your business area.

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Consulting

Make the change and advance your business – our expert teams are experienced in translating male and female user preferences into winning customer experiences – applying our research based “inspired by women” toolbox.

SELECTED CASES

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How do women respond to new technology – what makes them buy? Understanding the dynamics of gender and technology can help you develop solutions that excite men and women both. design-people’s extensive research and tools can help you to expand your market.

FEMALE INTERACTION RESEARCH

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To crack the code of female responsive tech innovation, design-people initiated the Female Interaction research project lasting from 2009-12. The project was co-financed by the Danish Business Authorities, enabling design-people to assemble a team of university researchers and experts in market analysis, interaction psychology, and user-centered design. The team worked directly with the development- and marketing professionals of three major technology companies – Danfoss, Bang & Olufsen and Jabra. The research team worked with more than 1500 women and 300 men on three continents to investigate their attitudes and their relation to technology. And they responded to several new concepts developed by design-people’s innovation team.
The project used this research to develop guidelines and methods that can help companies not only to create innovative products and services that speak directly to women, but also to market them so they appeal to female values and preferences. The Female Interaction guidelines were published at international conferences and as a guide book (see below).

To crack the code of female responsive tech innovation, design-people initiated the Female Interaction research project lasting from 2009-12. The project was co-financed by the Danish Business Authorities, enabling design-people to assemble a team of university researchers and experts in market analysis, interaction psychology, and user-centered design. The team worked directly with the development- and marketing professionals of three major technology companies – Danfoss, Bang & Olufsen and Jabra. The research team worked with more than 1500 women and 300 men on three continents to investigate their attitudes and their relation to technology. And they responded to several new concepts developed by design-people’s innovation team.
The project used this research to develop guidelines and methods that can help companies not only to create innovative products and services that speak directly to women, but also to market them so they appeal to female values and preferences. The Female Interaction guidelines were published at international conferences and as a guide book (see below).

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“By 2028 women will control nearly three quarters
(72%) of consumer spending worldwide.”

— Boston Consulting Group

“By 2028 women will control nearly three quarters (72%) of consumer spending worldwide.”

— Boston Consulting Group

KEY RESEARCH FINDINGS

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VIFA speaker Copenhagen
  1. Most companies have a limited understanding of female business potentials within their sector.
  2. To attract more female customers, a company should make sure that its products and services:
    – contain a meaningful benefit story that tells her how this will improve her life.
    – are intuitive to use in everyday life.
    – make her look and feel right in social situations
  3. It is important to test concepts, products and communication with women according to these criteria.
  4. Women are a diverse group, but they share common values. Effective segmentation and a targeted approach are necessary to avoid stereotyping.
  5. Products and services created with an “inspired by women” benchmark tend to be more attractive to average men too.
  1. Most companies have a limited understanding of female business potentials within their sector.
  2. To attract more female customers, a company should make sure that its products and services:
    – contain a meaningful benefit story that tells her how this will improve her life.
    – are intuitive to use in everyday life.
    – make her look and feel right in social situations
  3. It is important to test concepts, products and communication with women according to these criteria.
  4. Women are a diverse group, but they share common values. Effective segmentation and a targeted approach are necessary to avoid stereotyping.
  5. Products and services created with an “inspired by women” benchmark tend to be more attractive to average men too.

“The result was even more successful than I had hoped.
Not only did design-people give us new insights and tools for attracting female customers – they also made us realize that by addressing women, we can strengthen our appeal to men too.”

—Hutch Hutchison, Head of Concept Creation and Design, Vertu

“The result was even more successful than I had hoped. Not only did design-people give us new insights and tools for attracting female customers – they also made us realize that by addressing women, we can strengthen our appeal to men too.”

—Hutch Hutchison, Head of Concept Creation and Design, Vertu

LEARN MORE

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TECH USER NAVIGATOR

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Make your tech products respond to female and consumer preferences by applying the “Tech-user Navigator” – five tech-user profiles that unveil attitudes, use- and buying patterns for emerging tech products and online services.

Get your free version

GUIDEBOOK

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The “Guidebook to a Female Interaction Strategy” summarises research findings, guidelines and cases for “inspired by women” innovation and communication in a comprehensive guide made for industry practitioners.

Order a guidebook

Some of our clients

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