Being responsive to the different preferences of women and men can be a powerful driver of innovation.
This insight is gaining traction with big tech companies, such as Microsoft.

Creating better user experiences for all users is the utmost outcome of including a female focus in your innovation processes. Microsoft applies this new strategy, eyeing a $18 trillion business potential in more explicitly targeting their tech products at women.


Wearables for him and her thumnbnail

Why are 71% of smart watch users men, whereas 55% of smart band users are women? Our new study explains this, as well as why a gender-responsive approach can help you into the booming market of wearables.

B&O thumbnail

Bang & Olufsen is renowed world wide for the iconic design of it’s audio products – but still there was a missing link to make women love and buy B&O’s offerings.