Understanding women: How Diageo learned to speak unisex

This paper describes a research project for Diageo, the drinks company, which sought to gain a better understanding of women in order to engage them with its brands.

Understanding women: How Diageo learned to speak unisex

Izzy Pugh and Christene McCauley

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Preface

While 51% of the world's people are women, Baileys was the only brand in Diageo's portfolio that recognised them as a consumer. It was time for a new perspective – Diageo came to us to help understand what women really want.