Among the analyses carried out in the exploration phase Lindberg International conducted a cluster analysis based on interviews with 200 women.
What we saw, were some traits that seemed typical female e.g. that women want electronics to fulfill a regular need. But we also saw some quite differing motivations and barriers, leading us to separate the 200 women into 4 clusters. This way we came up with 4 different personas – 4 different types of female users who are very diverse in both defining themselves, their needs and their overall attitude towards technology:
1. Young individualist communicators who have no fear of gadgets and uses technology both for practical and social means
2. Pragmatic traditionalists who are sceptic towards technology and see it only as a mean to gain pragmatic benefits
3. Technology benefit seekers who take interest in new technologies and what products and new features can do for them
4. Aesthetic benefit seekers who uses product design and aesthetics to express themselves
It goes without saying, that companies that want to address the female target group with new products gain by operating with more female personas instead of just a single female stereotype called “women”.