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Research

The Colmar Brunton Women's Monitor powered by nzgirl.co.nz

New Zealand’s most trusted market research company, Colmar Brunton, has partnered with the country's best-known women’s website nzgirl.co.nz to launch The Colmar Brunton Women's Monitor powered by nzgirl.co.nz. 

The monitor aims to collect opinions from 500 women every month on pertinent topics that will be dispersed to the community, media and advertisers.  The data will cover a multitude of subjects including wellbeing, family, priorities, career, purchasing behaviour, media consumption (traditional, digital and social) and brand preferences. 

The pairing takes a unique approach to questioning on attitudes, steering away from typical lifestyle data and instead seeking a more modern view of how women operate and think in today’s more liberated world.  The questions will uncover attitudes towards sex, infidelity, profanity and drug use, as well as mental and physical health.

nzgirl Innovations Director, Jenene Freer, thinks it is time to be braver when discussing what matters to women;

“Sex and The City was based on the real life stories of a columnist canvassing her network of friends to unearth the truth about how women really interact in their love lives, relationships and careers.  The popularity of this programme lay in its bravery to dare air the sometimes-outrageous views held by women.  Today we believe that marketers fear the backlash from the politically correct and water down how they interact with female consumers. 

Understanding women is not simple and grouping them together and assuming they’re all the same is incredibly dangerous.  At nzgirl we’ve never been afraid to stick our necks out and ask the real questions.

With that spirit in mind, each month we’ll ask The Carrie Question.  No matter how politically incorrect their responses might be, we’ll be able to provide a robust view of how nzgirls really see it.”

With almost 100,000 members between 16 and 50 years of age nzgirl is positioned well to represent an important demographic that makes up nearly 80 per cent of all household purchase decisions.  The quantitative survey which will be run by Colmar Brunton with respondents from nzgirl, and in conjunction a qualitative Facebook and forum-based poll will provide valuable anecdotal insights.

Colmar Brunton Youth Insights Director Spencer Willis is equally enthusiastic, “nzgirl is a great platform to carry out this type of research,providing a solid reputation, long history, strong membership base and broad demographic, all of which can be extremely difficult to find with youth-focused panels. Currently a significant number of female-centric insights are being utilised by marketers from Australia and beyond, then rolled out locally as representative of how New Zealand women think and act.  The reality is that while certain trends are global and we’ve similarities with our Aussie cousins we’re also very uniquely Kiwi.

The nzgirl partnership provides Colmar Brunton with an opportunity to identify what attributes make the women of New Zealand unique.  We hope to gain understanding of the influence of women and localise the global trends marketers covet so much.

We have already found some surprising results around how women really feel about juggling family with careers, how they rate or value their own body image, and the simple things that make them happy every day.  We’re excited by the insights we’re going to be able to provide.”

The first results from The Colmar Brunton Women’s Monitor powered by nzgirl are due out in late May and will be made freely available to nzgirl advertisers.

About Colmar Brunton

Colmar Brunton was started in 1981 by two Kiwis with a passion for taking consumer research ‘from the backroom into the boardroom’. It is now New Zealand's best known and most trusted market research company, with offices in Auckland and Wellington, and employing more than 100 research and business consultants. Colmar Brunton is part of the global Millward Brown network covering more than 51 countries around the world, and Kantar, WPP's insight, information and consultancy group.

Colmar Brunton Youth Insights is the company’s youth division which focuses on gaining insights into youth culture in New Zealand.

 

For more information please contact: 

Spencer Willis, Director – Youth Insights, Colmar Brunton

spencer.willis@colmarbrunton.co.nz, +6421455297

 Jenene Freer, Innovations Director, nzgirl

Jenene.freer@nzgirl.co.nz, +64275137048