Market research does not incorporate the gender cultural differences as a major factor. The Gender Group finds and exploits, for products and services, the different perceptions men and women have of them. This is thanks to its Gender Know How®, an exclusive research methodology that it applies in its GenderLabs®.
The interpretation of results is always sifted by the reality women are concerned with.
The surveys of The Gender Group enable exceptional gender based insights.Another type of research offered are Mistery shoppers. These are qualitative-quantitative studies in points of sale to observe how the salesperson behaves from a gender perspective when the purchaser is a woman, a man or a couple (woman/man). This kind of research can also be applied to the customer service center or call center.