You think you know what today’s women want. But do you really? Some 80 percent of all consumer purchases in Canada are made by, or influenced by, women. You probably already knew that. But sometimes we take women shoppers for granted, assuming that what drives their buying decisions is always the same. Not true. What concerns women today is different than a few years ago. That shift affects what products and services they seek and how they buy. At Nielsen we recently reached out to women in Canada, and 20 other countries, to find out what they are thinking, watching and buying.