Understanding the ‘high-heeled warriors’

That women are hard to understand is a hasty generalization.

NBCUniversal, one of the world’s largest entertainment companies, wants to understand what goes on inside the minds of women. In fact, the company undertakes a bi-annual study called “High-Heeled Warriors,” which seeks to understand Asian women’s motivations, aspirations, attitudes and usage of consumer products.

Covering five Asian countries including the Philippines, the study aims to help marketers respond to women in a more direct way and produce shows that are tailored to their needs.

The 2013 research results were recently presented to various media agencies at the Fairmont Hotel in Makati City.

The event was led by the Universal Networks International Asia Pacific managing director Christine Fellowes and research director Henry Robles. They were joined by NBCUniversal’s Liza Latinazo, Marlene Ee and Jennifer Seeto.

The study of the NBCUniversal will help marketers define the consumer habits of Asian women and in turn create distinct channel environments with more appealing programs and marketing strategies that will better entertain the women audience.