When you consider that women control more than $7 trillion in domestic spending and more than 85 percent of purchase decisions across most major categories, it’s no wonder that marketers are anxious to crack the code—and persuade women to crack open their wallets.
To better understand how to motivate women and to provide insight into the unconscious drivers of female behaviors and purchase decisions, Wilmette, Illinois, research company Insights in Marketing LLC developed five Female Behavioral Insight (FBI) profiles that aim to create a complete and clearer picture of what matters to American women.
Here’s a snapshot of the FBI profiles:

Profile 1 (26 percent of women): She is driven and focused on being successful in whatever she does. These are the women who want to have it all. Whether she is a leader of a Fortune 500 company or the CEO of her family, she is determined to accomplish her goals. She’s often torn between her work life and home life. But, with a laser-sharp focus, she never loses sight of her goals, knowing that with enough tenacity, she’ll win.

Profile 2 (21 percent of women): She is a happy traditionalist who is conservative and risk-avoidant. You’re most likely to find her at home with friends and family. She is the quintessential nurturer who takes care of herself by caring for others, whether it’s emotionally or physically. She prefers to be behind the scenes rather than center stage and is guided by a strong belief system, structure, and routines.

Profile 3 (20 percent of women): She is deliberate and highly curious about why people do what they do. Routine is the backbone to her life and she gets comfort from knowing what’s going to happen next. She is happiest when things are going according to plan but life and the unpredictable world around her make her feel off balance. She can handle a few curveballs but struggles when too many come her way. If there are rules, she will follow them, because rules define guidelines and expectations.

Profile 4 (17 percent of women): Self-reliant and struggling to maintain control over things around her, she feels that she is the only one who can solve her problems. She’s keenly aware of the setbacks and of disappointments that have befallen her, driving her to surround herself with an emotional fortress. Despite her seeming independence, she needs reinforcement and positive feedback from others.

Profile 5 (16 percent of women): Driven by an unquenchable curiosity, she is a bubbly, social butterfly who is open to anything. She doesn’t climb a mountain or try the newest restaurant just for bragging rights; rather, she does it just to satisfy her own curiosity. Fearless and unreserved, she is resistant to anything boring or repetitive. She believes that people should seek out and pursue what makes them happy.
She wants everyone to fully experience all that life has to offer so she goes out of her way to be inviting, inclusive, and generous.

Questions 

1. What is the construct in the research? Give a constitutive definition.

2. What level(s) of measurement could the researchers have used? Give examples.

3. What could the researchers have used to measure reliability?

4. How might the researchers approach the measurement of validity?

5. What can the researchers do to demonstrate construct validity?

6. Do you see this scale as having value to marketing researchers? Why or why not?