Corus Entertainment is the leading authority on marketing to women.
Consumer insights are at the heart of everything we do, from our programming and marketing strategies to the integrated programs we create for clients. We stay in touch with women through the W Her Report, a continuous conversation with an online panel of 2600 women ages 18–70 in English Canada.
With over 30 completed studies to date, this powerful tool keeps us in tune with the changing priorities and needs of women, whether the “her” in question is an urban Cosmo girl, a busy W woman or a VIVA woman in the prime of her life.
To book a W Her Report presentation contact:
Marilyn Orecchio
416-479-6340
Marilyn.Orecchio@corusent.com
FEATURED STUDY
Eco-Chic: Are Women Living Green?
According to our latest W Her Report, 80% of women feel adopting a green lifestyle is important and women overwhelmingly profess an interest in switching brands for a green option, in almost all categories.
Book the Eco-Chic W Her Report presentation and find out what living green means to women.
UPCOMING STUDIES
As the W Her Report is an ongoing study, new presentations are frequently available.
Upcoming studies include:
- Women & Technology (part two)
- Word on Women (part two)
- Media Elements (part two)
Please contact
Marilyn Orecchio for more information on upcoming studies.
COMPLETED STUDIES
After the Crash: A Study on the economic downturn and its effect on women
Study Overview
This study will examine the impact the recent economic downturn has had on the lives of Canadian women. This presentation will look at what concessions women have been willing to make, both personally and within their families’ day to day lives, in order to manage through recessionary times.
Key Findings
- Women don’t perceive their financial situation to be as negative as we might have expected
- Women have always acted as the CFO of the household but are actively taking more control of their finances in these uncertain times
- Paying down debt and increasing savings are more important than anything else at the moment
- There is an increasing distinction between “necessities” and “nice-to-haves”
- Price, quality and reputation are the most important factors in determining what brand or product to buy
In Vogue: Women and Clothing Purchases
Study Overview
This study looks at the factors influencing women’s decisions as to where and what to buy when it comes to their clothing.
Key Findings
- 50% women plan to keep the new clothes they purchase in their active wardrobe for 3 – 5 years.
- Women aren’t impulse buyers when it comes to clothes purchases and generally go shopping with a clear mandate in mind.
- Women are bargain hunters – they will look for a sale before buying anything – but they are relatively store loyal.
The Word on Women: Are Canadian Women Desperate Housewives?
Study Overview
It is hypothesized the 21st century will belong more to women. Find out more about the contributing factors of this shift in power in addition to women's perspectives on the amount of control they have over their lives and their perceived performances in their multiple roles. The presentation will also examine the well-hyped media story of women opting out of the workplace to determine if this is a true societal shift.
Key Findings
- Women are the CEO of the household
- They are time starved & overworked, but happy
- Women consider themselves successful overall
- Would opt-out of rat race if it was affordable
Sponsorship Effectiveness: Are Canadian Women Buying It?
Study Overview
Product integration and product placement have become increasingly important elements in marketers' continuing efforts to improve their ability reach consumers. This study aims at quantifying the relative effectiveness of these strategies as well as examining more traditional methods such as 30 second spots and billboards.
Key Findings
- Traditional media elements are effective
- Product placement increases unaided awareness
- Sponsorship really works
Boomer Women General Survey
Study Overview
This study will examine the perceptions and preferences of this wealthy generational cohort with a focus on the areas of aging, financial management and luxury goods. This study will also look at the area of social responsibility. As the population ages, the expectations for levels of response from government and corporations will be greater. Social responsibility will be a way for companies to differentiate themselves with this target group.
Key Findings
- Boomer women are optimistic about their lives and the future
- Boomer women get the greatest pleasure form children and friends. Girlfriends=Oxygen.
- Philanthropic cases are important to them and they want to leave the world in a better place
- They are open to change both from a lifestyle and consumer perspective
