- Body Image
- Career
- Contraception and STDs
- Fertility
- Friendships and Influence
- Hygiene
- Incontinence
- Money
- Sexuality
- Siblings and Parents
There are great variations in male consumer perspectives, influenced by upbringing, culture, age, individual experience, region, and sexuality. Often emotionally veiled, ego protected, and cloaked in cultural myths (many created by Madison Avenue itself), discovering each man's Core Voice helps you understand the issues that drive his preferences, attitudes, and conduct.
Whether you need the male perspective on an emotional topic, such as mental illness, or a sensitive topic that threatens male self-perceptions, such as incontinence, men's stories present a distinct vocabulary and narrative pathway that requires both discussion flexibility and analytical rigor. Watching men's discovery process as their own motivations and impulses are revealed to them is a rich resource for your team. Witnessing their passion on topics ranging from eldercare to car interiors is revelatory.