What most influences women’s buying decisions? Ads? Celebrities? A mention in the media?

You probably won’t be too surprised to learn that family and friends prove the most significant shopping influencers, according to a survey by global public relations firm practitioners Ketchum.

Ninety-one percent of women surveyed say friends and family give “very” or “somewhat” credible information in advising them on buying decisions for consumer-packaged goods, consumer electronics or food.

“Before women go shopping, they gather credible opinions,” maintains Kelley Skoloda, Partner and Director of Ketchum’s Global Brand Marketing Practice. “They trim research time by consulting a few close friends and family members, as well as experts, local news and magazines. These people offer credible opinions by validating research and helping to determine buying decisions. It’s the intersection of two very hot marketing topics — word-of-mouth and influencers.”

The Ketchum survey results were presented during the 2nd annual M2Moms (Marketing-to-Moms) Conference, which focuses on growing business in the US$1.7 trillion mom market.

For the desperate multi-taskers — those who think constantly about and prepare for the multiple dimensions of their lives and mentally juggle an array of work, home and self-care matters — the ability to use information from family and friends to inform buying decisions enables them to save precious time while researching their purchases, something most women do prior to buying.

The Ketchum survey explored different lifestyle or life-stage segments and revealed what such women think across key areas:

• Consumer-Electronics Shopping Is Easy, But…
  Three of four women say that consumer-electronics shopping is “very” or “somewhat” easy, but some aspects frustrate them. Forty percent get frustrated when talked down to while shopping for consumer electronics and a quarter of women voice confusion over whether to buy a warranty (28%), product complexity (27%) and too many choices (26%).
• Product Research Rules, But Impulse Buying Is Still Popular
  Seven in ten women do research before making big purchases (72%), but only 35% “rarely” buy on impulse. A quarter of women say they are the first to try new products and services.
• Health is Part of the Definition of Success
  Eighty percent of women surveyed feel that being healthy and having healthy children (82% and 81%, respectively) are the top qualities that define success. Other leading factors include having well-adjusted children (79%), living in a nice, safe community (77%), not having debt (77%) and having a strong marriage (77%).

Multi-tasking female consumers have little or no time for commercial messages. They spend less time at single-focused pursuits, like recreational shopping or watching television. Research shows that fewer women than ever are browsing shopping malls, and when watching TV or cooking dinner, they may be working online simultaneously.

None of these findings are surprising. But they do collectively point to a common problem/opportunity: reaching the key influencers (relatively small in number but large in effect) and communicating the merits of your offering in such a significantly compelling manner that they are prepared to spread the word on your behalf.

But what if your product or service couldn’t withstand such intense scrutiny? Time for some fast-tracked NPD, before your cover is broken.