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NYT on marketing to women
A Times piece about woman-oriented marketing leads with Shane Homes, a Canadian homebuilder that emphasizes listening to customers before launching a new design. From What Do Women Want? Just Ask :
Shane Homes, whose revenue doubled in six years, to more than 180 million Canadian dollars in fiscal 2005-06, also went beyond listening. It asked women in the groups to design two homes, both named after Ms. Yaccato. Those and other suggestions were incorporated into the design of a house called the Yaccato 2... Mr. Wenzel says that Shane Homes now takes about five times longer to design a home than it did just a few years ago. "It's critiqued once, twice, three times," he said. "It's a longer process, but we end up with better designs."
(Thanks, Alice S)
