RESEARCH: The Origin Panel's 'Life's Little Luxuries' survey
Provided by Time Inc. UK
The Origin Panel's Life's Little Luxuries study identified what women treat themselves to and how to effectively target them.
What was the Challenge / Background of the Campaign?
The IPC Origin Panel is a major rolling programme of research accessing a nationally representative sample of 7,500 UK women. Despite the credit crunch treats play an important part in UK women's lives, according to the Origin Panel's Life's Little Luxuries research study. The Origin Panel's Life's Little Luxuries research study identified what these treats and little luxuries in life are, looking at the role they play in their lives and how women feel about them. Treats are defined as the everyday items that women buy to pick themselves up.
What was the Campaign Objective?
To identify what women treat themselves to and how to effectively target them.
What was the Solution?
Life's Little Luxuries looked at the following about UK women today:
- The everyday treats women buy to pick themselves up
- The role of treating in their lives
- The future of treating
- What influences their treating purchases.
What were the Results?
Everyday treats play a big role in women's lives with 98% saying that they treat themselves. Food and drink items are the most popular form of treat, with chocolate topping the list. No surprises there! Women are not spending a lot of money on treats, and as result the majority are not looking to change their spending on them. They are most likely to make treating purchases when they feel down (62%) and to reward themselves, for example 43% indulge in treats when they have worked hard or been good.
What were the Key Learnings of this Campaign?
To effectively target women advertisers need to:
- Be aware of the key roles treats play in women's lives, namely to reward themselves or to make themselves feel better.
- Not make them feel guilty!
- Use trusted sources like magazines and online, which are the most influential media when it comes to treats purchases