The 2005 Third Annual Thomas Yaccato Group Report Card Asks:
"What Company Best Meets the Needs of Women Consumers?"

CANADA’S GENDER INTELLIGENT™ COMPANIES

The Thomas Yaccato Group’s third annual survey, The Thomas Yaccato Report Card: Women Consumers Speak Out conducted in June 2005, was distributed online to the members of The Women’s Executive Network (WXN), a national by-invitation-only network of 10,000 women executives from the public, private, and not-for-profit sectors including successful entrepreneurs. WXN members represent thought and opinion leaders from across a variety of industries in urban Canada. The survey asked these women to consider fourteen industry sectors (as well as Most Favourite Company Overall) and which companies made the best effort to meet the needs of women consumers. Company rankings were assessed based on industry-specific responses. Consistent with the 2003 and 2004 survey results and the comprehensive research for Joanne Thomas Yaccato’s book, The 80% Minority: Reaching the Real World of Women Consumers, the researchers noted women’s strong and continuing discontent with how most companies are meeting their consumer needs.

The survey came from The Thomas Yaccato Group’s innovative Gender Intelligence Lab™ which is the country’s first gender-based market research tool. The purpose of The Lab is to provide companies with the ‘gender lens’ they need to develop products, services, and business strategies that capture the attention and loyalty of women consumers.

Background & Methodology

The third national ranking of its kind in the Canadian business marketplace, The Thomas Yaccato Report asked 500 Canadian women consumers aged 25 and up to select the one company, the one retail store, or the one manufacturer in fourteen different categories that they thought best met the needs of women consumers. The criteria were who made the best effort to meet women’s consumer needs through any product offering or development, advertising, and sales approach. This could include, but was not limited to, the level of Gender Intelligence™ the company revealed in its advertising (Did the company include women in its advertising and, if so, in an authentic way?), its product offerings and displays (Did the company take into consideration what women wanted and how they bought?), and the customer experience it provided (How did the company treat them as a consumer?).

Overall favourite company rankings have been developed based on a general response: “What one company in general meets women’s consumer needs?" and based on industry specific responses: For example: "What one retail store in the women’s clothing sector do you think best meets the needs of women consumers?"

The Thomas Yaccato Group's Annual Survey: Canada's Gender Intelligent Companies


Fourteen industry sectors were considered for this research:

Automotive
Home Furnishings
Financial Institutions
Women’s Clothing
Home Electronics Investment Companies
Grocery Stores
 
Drug Stores
Computer/Technology
Home Improvement
Cosmetics/Health & Beauty
Life & Disability Insurance
Property & Casualty Insurance
Oil & Gas Companies
 
Summary of Company Rankings 2005
Automotive Total
Honda
Toyota
Volvo
Volkswagen
General Motors
Ford
BMW

I Don’t Know

12%
11%
11%
  9%
  6%
  5%
  5%

13%

Home Furnishings Total

IKEA
HomeSense
Williams-Sonoma
Sleep Country Canada
Pottery Barn
Sears
The Bombay Company

I Don’t Know

23%
13%
  9%
  8%
  8%
  6%
  6%

11%
Banks Total

Royal Bank Financial Group
TD Canada Trust Scotiabank
Bank of Montreal
CIBC

I Don’t Know

16%

15%
13%
10%
  9%

15%

Women’s Clothing
 
Total
Holt Renfrew
Winners
The Bay
GAP
Mountain Equipment
Co-op

I Don’t Know
14%
13%
10%
  8%
  7%


  6%
Home Electronics
 
Total

Future Shop
Staples/Business Depot
Best Buy
The Sony Store
Costco
RadioShack (The Source by Circuit City)
The Bay

I Don’t Know

20%
14%
13%
  6%
  4%

  4%
  4%

30%

Investment Companies Total
ScotiaMcLeod
RBC Dominion Securities
BMO Nesbitt Burns
CIBC Wood Gundy
TD Evergreen
Investors Group

I Don’t Know
13%
12%
10%
  8%
  8%
  7%

29%

Grocery Stores

Total
Loblaws
Safeway
Sobeys
Real Canadian Superstore
Atlantic Superstore
Dominion

I Don’t Know
36%
  7%
  5%

  4%
  4%
  4%

14%
Drug Stores

Total
Shoppers Drug Mart
London Drugs
PharmaPlus
Jean Coutu
Pharmasave

I Don’t Know
66%
  8%
  4%
  3%
  2%

10%
Computer/Technology
Total
Dell
Apple
Hewlett-Packard
RIM (Blackberry)
IBM
Toshiba

I Don’t Know
29%
14%
  9%
  8%
  8%
  4%

20%

Home Improvement

Total
Home Depot
Canadian Tire
RONA
Home Hardware
Sears

I Don’t Know
45%
14%
13%
  6%
  3%

  9%
Cosmetics/Health & Beauty Total
Total
Body Shop
Shoppers Drug Mart
MAC
The Bay
Avon

I Don’t Know
25%
19%
15%
12%
  5%

  5%
Life & Disability Insurance Total
Manulife Financial
Great West Life/London Life/ Canada Life
SunLife/Clarica
The Co-operators
State Farm
Standard Life

I Don’t Know
15%
14%

13%
  4%
  4%
  2%

42%

Property & Casualty Insurance

Total
ING Canada
RBC General Insurance
Royal & Sun Alliance
Allstate
CAA Insurance
Chubb Group
TD Insurance

I Don’t Know
  8%
  5%
  4%
  4%
  4%
  4%
  3%

52%
Oil and Gas Companies

Total
Petro-Canada
Esso
Shell Canada
Canadian Tire

I Don’t Know
20%
17%
13%
  4%

35%
Top Overall Companies

Total
The Bay
The Body Shop
Holt Renfrew
Shoppers Drug Mart
Winners
IKEA

I Don’t Know
38%
32%
32%
23%
22%
20%

54%

To view 2004 results, please click here.

for more info contact us: insight@tyg.ca

 

 

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