The document summarizes research conducted to understand shopping behaviors and brand perceptions of women ages 25-34. It outlines objectives, research methods including surveys, focus groups and ethnographies. Key insights include identifying important life stages for this demographic and their associated shopping motivations. The Young Professional, Newlywed and Real Mom personas are described to represent careers, marriage and motherhood stages respectively. Recommendations will target these audiences and stages.

1. Account Planning Elisabeth Garvin, Morgan Hopson, Lauren Silver, Cody Simmonds and Kara Webster

4. Facts about the Female Consumer

5. Facts about the Female Consumer

7. How often do you shop at department stores?

8. Rate on a scale of 1-5, 1 being least likely, what you are likely to purchase in a department store:

9. Which of the following most influences your department store of choice?

10. Please rate the following department stores in order of preference. (1 being most preferred)

11. Have you ever shopped at JCPenney? If so, how often?

12. Which of the following do you shop for on a regular basis? (Check all that apply)

13. How would you rate your experience with the following at JCPenney?

14. How would you describe your overall experience with JCPenney?

15. Are you aware of JCPenney's following partnerships?

16. Have you ever purchased anything from JCPenney's website?

17. Are you familiar with JCPenney's "new look. new day. who knew!" campaign?

18. Rate on a scale of 1-5 what you are likely to purchase from JCPenney.

19. Would you be more inclined to shop at JCPenney if they carried designer brand names?

20. How likely are you to purchase products from JCPenney's private labels? (MNG by Mango, Allen B., Irreverent, Studio, etc?

23. Survey Conclusions

25. Projection Technique Mad-Lib

26. Projection Technique Mad-Lib

27. Projection Technique Consumer Thoughts

28. Projection Techniques Consumer Thoughts

29. Projection Techniques What’s in the JCP bag?

30. Projective Techniques What’s in the JCP bag?

31. Projective Techniques Word Association

32. Projective Techniques Word Association JCPenney Outdated (8) Cluttered (6) Low-grade (5) Cheap (5) Affordable (3) Dirty (5) Generic (5) Slow (4) Disappointing (3) Convenient (3) Negative (2) Trendy Value Reliable Trustworthy Innovative Efficient Moderate Traditional Macy’s Classic (3) Traditional (3) Cluttered (3) Pricey (3) Trendy (2) Positive (2) Organized (2) Functional (2) Approachable (2) Unique (2) Affordable (2) Slow (2) Dirty (2) Generic (2) Moderate (2) Value (2) Sophisticated Elegant Reliable High-quality Fun Outdated Kohl’s Functional (5) Affordable (5) Convenient (5) Cluttered (4) Value (4) Clean (3) Cheap (3) Classic (2) Generic ( (2) Low-grade (2) Unique (2) Outdated Surprising Organized Modern Approachable Positive Efficient Reliable Chic Exclusive Good deals Nice People Wide Variety Dillard’s Expensive (5) Reliable (5) Style (3) Functional (3) Positive (3) Pricey (3) Chic (2) Classic (2) Sophisticated (2) Fun (2) High quality (2) Clean (2) Traditional (2) Value (2) Trustworthy (2) Approachable (2) Organized (2) Affordable

33. Discussion of Projection Techniques and Questions

34. Focus Group Insights

36. Ethnography Video

37. Ethnography Insights

42. Our Recommendations

43. Questions or Comments?