What Women Want – White Paper by The Female Lead – September 2023

Dr. Eamon Fulcher, Split Second Research’s CEO and Co-founder, discusses a recent study for The Female Lead in “What Women Want – White Paper by The Female Lead”.

The study included creating a free online survey which aimed to understand what fulfilment means to women.

“I recommended using an implicit research method. This approach can measure subconscious responses because the person answering the survey has to respond very fast. So fast that there is no time for conscious rationalisation, only instinctive feelings and gut truth. Hence it’s a more objective method than a traditional survey.”

“We created Fulfilment Finder especially for The Female Lead. The response was amazing – thousands and thousands of women
participated. They have explored their own feelings about SELF, RELATIONSHIPS, HEALTH, WORK, MONEY & SOCIETY.”

“Using recognised statistical techniques, we found that we could cluster the responses of thousands of women into 12 different Personas.”

Each Persona represents a commonality of patterns in the data. This data looks at the EMOTIONAL DRIVERS of women’s fulfilment. It provides answers to questions such as: 

• What is top of mind for her? 

• What matters most in her constant battle to juggle home and work life? 

• What does she value most? 

• And what does she feel most disappointed by? 

“Getting this right – understanding some of the impacts – and getting a woman’s ambition and key drivers in perspective, can unlock untold power and resources. Women can add significant value to the economic performance of society and business. But not if we keep seeing them as just a one-dimensional group in the Diversity Challenge. “

“These new rich insights are now helping organisations to better adapt to a mixed workforce; to maximise contributions and to bring out the best in the workforce. These are new and invaluable insights. They help The Female Lead to understand the challenges women navigate – at every AGE and every STAGE.”

Take the Fulfilment Finder Survey

To discover the full results of the survey, get in touch with The Female Lead to request to read their “What Women Want – White Paper by The Female Lead”.