September 29, 2004, 12:00 AM

What do women want online? Knowledge and confidence, study says

Women find the Internet an empowering part of their shopping experience that arms them with the knowledge they need to be smart shoppers both online and offline, Kelly Mooney, president of Resource Interactive, will tell Shop.org conference attendees.

 

Women find the Internet an empowering part of their shopping experience that arms them with the knowledge they need to be smart shoppers both online and offline, Kelly Mooney, president of consultants/researchers Resource Interactive, will tell the Shop.org 2004 Annual Summit in Anaheim, CA, next week.

Mooney will present the results of a study conducted exclusively for the Shop.org conference on Wednesday, Oct. 6 at 11:30 a.m. “Women have always sought to be more confident shoppers, but they are more confident now because of the Internet,” Mooney says. “And they are more explicit about it now than they were a year ago.”

For the Shop.org conference, Resource Interactive devised a research project that paired two women with close ties to take part in interviews. They could be related, such as grandmother-granddaughter, aunt-niece, etc., or two women with close emotional ties, such as two long-time friends.

That approach worked better than traditional one-on-one interviews or larger focus groups, Mooney says, because the women tended to help each other recall incidents and, in Mooney’s words, “kept each other honest.” Mooney dubbed the approach “Shop and Tell.” Resource Interactive interviewed 40 such pairs for the Shop.org project.

Women like the Internet as part of their shopping experience, Mooney says, “because it gives them the ability to have as much information at their fingertips as they want at any time.”

 

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