Too often, marketers do not view women as chief purchasing officers. Women have long been the focus of soap, cosmetics and clothing companies – some of whom do a good job of representing and connecting with women.

However, women have largely been ignored or misrepresented by advertisers and marketers of products such as computers, office goods, cars, mortgages, and other categories considered outside of their domain. The truth is, women are the most powerful target in almost every category.

As a former Director with the largest marketing to women consultancy, Frank About Women, Caryn Harbour gained significant experience regarding what makes women choose as they do and what is important to them. Women are encouraged to reveal their feelings and thoughts in a manner that is creative yet useful in research conducted by Candid Conversations.