How do contemporary women in Brasil navigate the pleasure gap?
WHAT:
The project aimed to support the creation of the first sexual wellness startup from Brazil. The "pleasure gap" is a well know statistic on the disparity of sexual satisfaction between genders: while nearly 90% of men report having an orgasm during sexual intercourse, less than 30% of their female partners say the same ().
The challenge was to first understand the target audience, the market and the space for a new brand to cater specifically to brazilian women, helping address the issue.
METHODOLOGY:
1. Desk Research to establish market trends and competitors
2. Online survey with 3500 respondents on sexual habits and purchasing journey
3. In depth triad-interviews