Is it dangerous to classify all women into one type of person?
I think for the CE category, which hasn't tried to think about them at all, starting to think of them is a good first step. Once you understand who your customer is, the better you can get. When we worked with Best Buy, we identified a segment that they thought was important to their strategy, which was a mom with children—not quite infants and toddlers, but school-aged children—who are working at home. Those were the woman they really wanted to understand. The work we did with them was to identify how many different women that is. We asked: What's their confidence level with technology? Do they love to shop? (Which is one of the biggest myths about women.) We dialed down to who is the exact woman [Best Buy] was looking for. Yes, they knew they wanted moms, but [we asked] what about the ones that are technology adverse? The women who, once they've adopted technology into their lives, become ambassadors or evangelists about their Palm pilots.
You mentioned that "women like to shop" is a myth, what do you