Women are Different Than Men: A Case Study in Wine + Data
“Women and men behave differently.”
Who’s going to argue with that?
We know it’s true in so many instances, including how we consume wine and how we communicate about it on social media.
Our question is, how can we quantify that?
How can we put our finger on those differences? How can we be specific around variables like demographics and geography and language? How can we “zoom out” to a sample size at the scale of big data, so that the takeaways are beyond anecdotal?
These were the questions are the core of a recent client project where we explored the differences between the behavior of women and men when it comes to organic wine.
Here were three top-level takeaways:
Machine learning tools are the key to “zooming out” to capture a big enough sample size that is statistically significant.
The data we analyzed already exists, meaning that there isn’t a need for subjective surveys.
The most eye-catching point of difference in behavior is around intent to purchase. For as many times as men mentioned the theme of “organic” or “biodynamic” wine, women mentioned “great value” or “on sale at Amazon.”
The results go further and deeper, of course, but the point is that research like this is quantifiable and actionable. The client had no doubt about their own behaviors (in terms of marketing, that is) that they needed to adjust.
Can you think of a project where we can do the same for you?
I bet you can.
Please be in touch. I’d love to hear about it.
Thank you, as always, for reading.
PS For those of us in the US, let me wish you an early Happy Thanksgiving! We’ll see you back here in two weeks, to wrap up 2019 with a few final Enolytics 101 posts.