In Your Purse

Preface: The Meticulous Dig

Throughout history, explorers have pushed our boundaries, expanding our world from what is known into what is possible.  Some, like Magellan, mapped uncharted regions of the earth.  Others like John Glenn, gave us a glimpse of the heavens.  Da Vinci gave us our first look at the internal workings of the human body.  Freud plumbed the depths of the human mind. 

Brave men, one and all, but I think they’d shudder in their boots at my meticulous dig –  “In Your Purse: Archaeology of the American Handbag.”  One hundred women, 2 cities, 11 days of digging into purse after purse to reveal its stomach contents down to the last snotty tissue and connecting what was found with the functions, emotions and innovation potential that lie beneath this mysterious and often inscrutable object.  The purse is the ultimate depository for a woman, filled with beauty and disgust, function and emotion, pleasure, amusement, alarm and despair.

What inspired this work is hard to say, but most good ideas are a collision of things you’ve learned and things you’re curious about.   True insight is often revealed when you explore natural conflicts between what people believe or say or admit and what you observe in their habits, behavior and environment.  This is the essence of observational research.  I’ve been a market researcher, consumer strategist, and innovator for more than 20 years (yes, I was 12 when I started).  I’ve observed consumers in stores, in homes, and even in the shower.  I’ve watched people diaper their babies around the world and audited the contents of their medicine cabinets.  In this work, I strive to take my work to higher and higher levels of insight to help my clients create innovations that will grow their businesses and products that consumers will love –  love enough to part with their hard-earned cash in exchange for things that bring function and joy to life.

In the context of this work, I’ve seen literally hundreds, probably thousands, of women open their purses, both at home where most consumer needs occur and while shopping where most transactions are made and needs fulfilled.  Yet, they open this bag sparingly, revealing only what they must to get the job done.  Like good burlesque, you see less than you think and you’re left with your imagination to fill in the pasties.

There’s probably something wrong with following a comment about stripping with a comment about your mom, but here goes.  In terms of family taboos, nothing quite measured up to the sanctity of my mom’s purse.  WE absolutely did not go in, or touch, or move this purse for any reason whatsoever.  This, or course, shrouded it in delectable mystery.

Was it filled with gumdrops and kittens?  Did it hold the mystery of the ages, revealed only to those worthy and willing to pay the price?  Was it like Mary Poppins’ bag of magical furniture and medicine?  Was it where Nixon stashed the 18 minutes of missing tape?  Who knew?  What we knew was that nothing would bring such swift retribution as this particular form of trespass.

So, armed with curiosity and just enough knowledge to get into some real trouble, I set out to explore, reveal insights, and ultimately solve the mystery that is a women’s purse.    Now, let me introduce you to 100 fascinating women and take you on a journey through uncharted territory – filled with danger and intrigue – the territory of the American Handbag.