RESEARCH: The Origin Panel explores women in the home
Provided by Time Inc. UK
IPC's Origin Panel Home Time research explores how women spend time with others in the home, covering home entertaining
What was the Challenge / Background of the Campaign?
Women are spending more time with family and friends at home, coming together for a range of different activities and events. This time is important to them and they are keen to invest in this area to maximise quality time with the people they care about - even while making concessions during the recession
What was the Solution?
The IPC Origin Panel is a major rolling programme of research accessing a nationally representative sample of 7,500 UK women. IPC's Origin Panel Home Time research explores how women spend time with others in the home, covering home entertaining. Home Time looks at the following about UK women today: (i) Spending time with friends and family at home, who they spend time with and the importance of it & why they enjoy it. (ii) Entertaining at home: the social hub, the entertaining cycle, planning, events & activities, food & the aftermath. (iii) The role of media.
What were the Results?
- The living room is considered to be the social hub of the home by almost three-quarters of women. It is really important that this social hub is comfortable and looks good, and they are prepared to buy new products to achieve this. - 23% are now spending more time at home compared to a year ago and 50% are spending less on going out. - Every-day activities are just as important as special events for women, with the top 3 home events being drinks & nibbles, take-out nights and dinner parties.
What were the Key Learnings of this Campaign?
To effectively target women advertisers and agencies need to:
. Tap into what is important to them
. Provide them with inspiration on how to make the best of quality time with family and friends at home
. Provide them with time and cost saving tips
. Reach them through trusted sources such as magazines and the internet