Women Sex and Shopping (WSS)
Women Sex and Shopping is recognized as the definitive insight into the sexual and emotional dimension of the female consumer and how this may reshape our view of retail environments and whole range of emotional and health related goods. Recent interviews/apearances in the media have included the Wall St Journal, The Economist, Huffington Post and Businessweek and go to illustrate the increasing commercial importance of a subject that is only just becoming understood.
Women Sex and Shopping (WSS) was founded as a research programme by market analysts Hewson Group in 2008 and is, as the title suggests, concerned with the complex interaction between women’s sexual behaviours, expectations and desires and the goods that they buy or the marketing and merchandising that they react to. To some observers this might seem to be a niche or inconsequential area but nothing could be further from the truth. The female consumer - and particularly older woman - are the most powerful and influential buyers on the planet and in the Western Economies more than half of them are engaged in buying directly sexual goods of some sort. Retailers and producers in sectors such as Lingerie, Beauty, Pharmaceuticals and Healthcare are – or should be – far more aware of what women really think and want. The last two decades have seen women take control of their sexuality in a way not seen before and yet this has been done in the face of mainstream apathy and very often an unwitting misogyny. One point serves to illustrate this beyond argument and that is the fact that only one recognizable brand makes intimate lubricant for women and this is only available on the High St in the inappropriate and antiseptic surroundings of a pharmacy or a supermarket.
The Women Sex and Shopping research uses both audio interviews together with detailed written questionnaires and WSS is able to link consumer attitudes with personal behaviours in a way that has never been attempted before. What do women really think about shopping for emotional and intimate goods? What sort of shop designs and environments do they prefer and what don’t they like? To what extent do they feel brands are meeting their expectations? In an era where the High St is struggling and online commerce still evolving these are rare consumer insights that should be considered in a wide context.
Hewson Group is a market analyst company established in 1989. Hewson is best known for work around the CRM area where the company is considered one of a handful of key originators. Early works such as Emerging Information Technologies - A Marketing Opportunity (1993, with McDonald and Wilson) set the direction for csustomer management and marketing and were followed by the influential 'Business Use of the Internet in 1996. Subsequent research reports such as CRM in the Public Sector and Towards a Citizen Centric Authority were very persuasive in establishing the UK's egov strategy - although Hewson were vocal critics of its flawed execution. The research programme Women Sex and Shopping initiated in 2008 is an extension of earlier work around the customer experience and events have confirmed Hewson's early assessments about both the marketplace and also the extent to which the female consumer is far from understood.
Women Sex and Shopping is the leading authority on emotional retail for women and on how the female consumer thinks and behaves. The implications for the future of retail both in store and online are far reaching. Find out why.
Women Sex and Shopping (WSS) is a research project run by market analyst company Hewson Group. WSS is the only research of it's kind and analyses a key marketplace that has many implications for the way women will shop and the sort of retail environments they would most prefer.
The research is largely based on hundreds of questionnaire responses (4 page handwritten answers) and extensive audio and filmed interviews. The research - as both pdf/mp3 - is available via client access online at the Hewson client portal.