FEM understakes important research about women and finances

    Insights will help financial institutions reach their female markets more

    TORONTO, Jan. 16 /CNW/ - FEM (Female Engineered Marketing) has completed
its first phase of research on female consumers' attitudes and behaviors
pertaining to financial products, services and institutions.
    The first phase was conducted through FEM's proprietary Slow Sip(TM)
Sessions among a vast cross-section of Canadian women in their 20s, 30s and
    "Women are remaining single, longer - and making big-picture financial
decisions like never before - so we felt this type of research was long
overdue," explained FEM President Emily Spensieri. "And in today's volatile
marketplace, financial institutions need all the ammunition they can find to
speak to and connect with this significant purchasing power more efficiently -
and effectively."
    One significant finding reveals that women in their 20s are far less
intimidated by the world of finance than women in their 40s - this may be a
messaging differentiator for financial companies creating and modifying their
marketing strategies to speak to women.
    Like other specific market segments FEM has researched - health and
beauty, toys, and lifestyle products among them - the sessions revealed many
insights that can help financial institutions better understand and connect
with the female marketplace. FEM will continue its second phase of research
with a major Facebook initiative and through additional avenues. A full report
will be made available with all findings in the near future.

    Founded in 2003, FEM helps clients in every sector build brand loyalty
among female markets. As a strategic brand partner, FEM takes a unique
approach to clients' marketing needs, from research to brand development to
advertising campaigns. The company's uniquely designed Slow Sip process is
"research designed for a woman," with sessions that resemble girl's night out
more than sterile focus groups. These sessions are designed to elicit more
authentic responses and honest insights, no matter what the topic.

For further information:

For further information: Emily Spensieri at (416) 502-0591

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