The 2005 Third Annual Thomas Yaccato Group Report Card Asks:
"What Company Best Meets the Needs of Women Consumers?"

CANADA’S GENDER INTELLIGENT™ COMPANIES

The Thomas Yaccato Group’s third annual survey, The Thomas Yaccato Report Card: Women Consumers Speak Out conducted in June 2005, was distributed online to the members of The Women’s Executive Network (WXN), a national by-invitation-only network of 10,000 women executives from the public, private, and not-for-profit sectors including successful entrepreneurs. WXN members represent thought and opinion leaders from across a variety of industries in urban Canada. The survey asked these women to consider fourteen industry sectors (as well as Most Favourite Company Overall) and which companies made the best effort to meet the needs of women consumers. Company rankings were assessed based on industry-specific responses. Consistent with the 2003 and 2004 survey results and the comprehensive research for Joanne Thomas Yaccato’s book, The 80% Minority: Reaching the Real World of Women Consumers, the researchers noted women’s strong and continuing discontent with how most companies are meeting their consumer needs.

The survey came from The Thomas Yaccato Group’s innovative Gender Intelligence Lab™ which is the country’s first gender-based market research tool. The purpose of The Lab is to provide companies with the ‘gender lens’ they need to develop products, services, and business strategies that capture the attention and loyalty of women consumers.

Background & Methodology

The third national ranking of its kind in the Canadian business marketplace, The Thomas Yaccato Report asked 500 Canadian women consumers aged 25 and up to select the one company, the one retail store, or the one manufacturer in fourteen different categories that they thought best met the needs of women consumers. The criteria were who made the best effort to meet women’s consumer needs through any product offering or development, advertising, and sales approach. This could include, but was not limited to, the level of Gender Intelligence™ the company revealed in its advertising (Did the company include women in its advertising and, if so, in an authentic way?), its product offerings and displays (Did the company take into consideration what women wanted and how they bought?), and the customer experience it provided (How did the company treat them as a consumer?).

Overall favourite company rankings have been developed based on a general response: “What one company in general meets women’s consumer needs?" and based on industry specific responses: For example: "What one retail store in the women’s clothing sector do you think best meets the needs of women consumers?"

The Thomas Yaccato Group's Annual Survey: Canada's Gender Intelligent Companies


Fourteen industry sectors were considered for this research:

To view 2004 results, please click here.

for more info contact us: insight@tyg.ca