Ferro MCO has commenced a large research project examining women and advertising, using Cognitive Edge's SenseMaker™ software suite.

The goal of the project is to better understand the female view on advertising. Does the advertising world in general succeed in reaching women? Most advertising decisions are made by men and most creative teams are men — there is a possibility that advertising does not attune to the female culture.

Ferro would like to create a platform that helps advertisers to:

• Better understand the female look on life, marketing and advertising

• Enable clients to understand the difference between their own look on marketing and that of the female target groups

• Have instruments that can help them understand better their own performance and the performance of their competitors

• Provide an instrument to help clients create better adapted marketing and advertising.

For more information, please contact Jochum Stienstra.