Seizing the opportunity of female micro-moments

The stereotypical key role of women with children is that of the Mother* . During our qualitative research targeting female moments**, this role (the Mother role) was vividly present among moments that women characterized as their best everyday achievements. This role is a conscious anchor for women and every little accomplishment in it magnifies the reward that they feel.

Nevertheless, the so-called Mother role is not always the true role in these achievements! Our research has shown that both working and non-working mothers often experience a combination of roles at the same moment: most frequently, the Female role is understated, overshadowed by their stereotypical role –an insight revealed by the visual stimuli that women provided, capturing the moment of living.

Therefore, when it comes to willingness to spend, targeting female audiences implies decoding the different roles (and role conflicts) of a woman at moment level. Bearing in mind both what is said and what actually happens in that moment can lead a brand to imagine a new role, as moment leader or conflict mediator.

[1] For the purpose of our research, apart from a free narration of their achievements, participants were given four typical roles from a pre-coded list, in order to select one role for each achievement: Housekeeper, Female (being a woman), Mother or Professional.