A woman’s handbag is the Swiss Army knife of womanhood and a fertile ground for product innovation, according to Kelley Styring.
We tracked the purse to its natural habitat – the shopping mall – and asked women if we could look inside their beloved bags and share what was inside them with the world. For Science. And they said YES.
We found old gum wrappers, crumbs, lipsticks without caps, used tissues, cellphones, keys, loyalty cards – and billions (yes, that’s billions with a “b”) of dollars in untapped marketing opportunities across 25 consumer product categories.
You see, the purse is the Swiss Army knife of womanhood: women carry it to feel prepared, but in fact, they often can’t find the item they’re looking for, and when they do, it doesn’t perform as it should. This contradiction demonstrates countless unmet needs, and provides fertile ground for product innovation.
This summer, we’re getting to the bottom of the bag once more.
Research for the 10th Anniversary Update of In Your Purse: Archaeology of the American Handbag will be starting soon. We’ll be going to six locations throughout the U.S. and include both quantitative and qualitative interviews. Limited subscriptions are available, but not for long – subscription commitment deadline is July 22.
So, if you’d like to find out what’s changed for your female consumers and where new opportunities for growth can be discovered for your company, contact me at kelley.styring@insightfarm.com.
Want to see what we discovered 10 years ago? Check out the original video:
