When Belfort Group started the Most Memorable New Product Launch (MMNPL) survey thirteen years ago, women had higher product launch recall rates in every category except cars and technology. Each year since then, the product recall gender gap has tightened, and last year in 2013 it officially closed. According to our MMNPL Survey, men and women shared the same top five priorities in terms of product attributes that influence their purchasing decisions. In an age when more women are working and men are the stay-at-home spouse, consumer brands have had to adjust their marketing accordingly.
The “clueless dad” in household product ads is marketing tactic of the past. Similarly, tech and automotive companies know that with more women as the household breadwinners, it is necessary to keep marketing strategies more gender-neutral. As men and women break through outdated consumer gender roles, it will be interesting to see if the gender gap remains closed in the 2014 survey.
The Most Memorable New Product Launch survey identifies strategies and tactics that brands use to motivate consumers to try and buy new products. Conducted by Belfort Group and Sentient Decision Science, the Most Memorable New Product Launch survey identifies trends, tracks national product launches and reveals how consumers respond to traditional and new media.
We developed an e-book about the 2013 Most Memorable New Product Launch survey. We’ll be sharing our research findings and insights on our blog, so be sure to check back! Next, we discuss our eighth insight, emotional connections, and the influence on a new product launch.