Book Looks at Purses and the Women Who Love Them - study release

Mans are always wondering why women have big purses. A new book explains the content of a purse. The book is based on a market research conducted by Kelley Styring. So, look what women care in their purses ;)

Kelley Styring Press Release:

For the fashionista in your life
who just can't get enough of purses, a new book offers a fun, fascinating glimpse into her favorite accessory.

In Your Purse: Archeology of the American Handbag delves into the many
mysteries surrounding the reasons for carrying and the contents of one’s handbag. The book is based on the results of the first qualitative and quantitative research study on women's purses conducted by Kelley Styring,a consumer insight guru who previously directed market research at both Procter & Gamble and Frito-Lay.

"I've spent much of my career observing female consumers at home and in the store, and wondered about the one item that I always saw in both places-- the purse -- and its role in a woman's life," says Styring. "So, armed with my curiosity and enough knowledge to be dangerous, I conducted a research study in the purse's natural environment -- the shopping mall. I analyzed 100 purses, catalogued their contents and interviewed their owners about why they carried that particular purse and all the items I found in it."

Styring, whose consulting firm Insight Farm works with Fortune 100
consumer product companies, found that 95 percent of U.S. women aged 18-64 carry a purse every day, that they typically own 10 purses, and that they carry two or three of them on a regular basis. By her calculations, there are 212 million purses in the U.S. -- more than twice the number of households. She discovered that the average purse weighs 3.4 pounds and contains 67 items.

"I expected the cell phones, wallets and lipsticks, but I was surprised by things like weapons, letters from prison, sexual aids and a summons for prostitution," she explains.

But Styring's revealing and often humorous look at the purse goes beyond statistics and voyeuristic entertainment to offering insightful observations that can improve the lives of women. She explains the deep-seated needs a purse and all of its contents fulfill, as well as identifies styles of purses that facilitate organization, products that perform in the purse, and 20 new product ideas resulting from her research.

In Your Purse: Archeology of the American Handbag is available through major book sellers and onwww.inyourpurse.Com

JOURNALIST CONTACT: Sandi Straetker, PRiority Public Relations 513/545-7146

Source: Kelley Styring