Did you know that word of mouth plays a greater role in many more decisions for women than it does for men? Not only are women more likely than men to ask for opinions from friends, family and coworkers but they will also volunteer both good and bad purchase experiences with the same circles of people.
What does this slightly sexist research mean? Well that women are more loyal radio listeners and less likely to defect. So number one priority should be to get more women listening. Whenever you choose a subject or make a music programming choice or offered a contra deal prize run a mental note across the decision and say to yourself 'why will this appeal to 35+ women?'
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