The way to a woman's purse is… New Market Research Society conference explores how to market to women

Date: 29 January 2004

What are the major influences on women in the UK today?
How do women make decisions?
How and why do women spend their money?

These are among the questions that will be explored by a groundbreaking one-day conference from The Market Research Society (MRS). Entitled Female Decision Making - The hows and whys of it, the conference, which is taking place on 19 February 2004, will be essential for anyone involved in marketing to, or researching, women.

Explaining the impetus behind the conference, Sally Ford Hutchinson, Conference Chair and Founder of The Thinking Shop, a specialist market research agency, commented, "Marketing to women and understanding what motivates them has become increasingly complex. As women have gained greater independent spending power, their opinions and choices have become proportionately more important to marketers. This conference will examine what it is that drives women in today's society and how marketers and researchers can tap into this to reap maximum benefit."

A number of leading industry figures will speak at the conference, including: Wendy Gordon, Partner, Acacia Avenue; Martin Hayward, Chairman, The Henley Centre; Ginny Valentine, Founding Partner, Semiotic Solutions; Martin Oxley, Director, TNS Interactive; Felicity Norrie, Research and Strategic Planning Director, MFI.

Amongst the topics that will be covered during the day are; how decisions are made in female working environments and how this applies to every-day spending; how the cultural context has changed over recent years and the implications this has for how women perceive themselves; how women interact with the internet and how important female consumers have become in terms of real purchases; and how women influence the buying of life purchase items (such as kitchens and bathrooms).

Vicky Stokes, Head of Conferences, Training and Seminars at The MRS, concluded, "This is an innovative conference that will benefit anyone involved in marketing to, or researching, women. All of the speakers are highly experienced and will provide valuable insights into this complex market. In addition, delegates will have the opportunity to add their views to the emerging thinking in this field. There's no doubt that it will be an enormously interesting and stimulating day."

Female Decision Making - The Hows and Whys of it will take place on 19 February, 2004, at Browns Courtrooms, London. The conference is open to MRS members and non-members alike. For delegate rates and to book a place at the conference, visit www.mrs.org.uk/conferenceseries or call Michelle Denslow on +44 (0) 20 7566 1873.

Notes for editors

The MRS is the world's largest international membership organisation for professional researchers and others involved or interested in market, social or opinion research.
For more information about The MRS and its activities visit www.mrs.org.uk

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