Lysol does what?

In a recent interview with eMarketer, SheSpeaks CEO Aliza Freud expanded on the complexity of taking women's words and turning them into usable marketing data.

"Just because a woman says she likes organic food, for instance, doesn't mean her purse strings always follow," warned Freud.

"Some women with a preference for organic food balk if the price is too high. We can figure that out by comparing our current panel results to previous studies."

SheSpeaks was launched in February 2007. It currently boasts a product testing panel of over 35,000 members, all women.

In addition to other views on the complexities of separating what people say from what they do, Freud also elaborated on the importance of targeting product samples to the user.

"If the sample is correct for who the client says they want to reach, including demographic and psychographic characteristics, the test will be a success," she said.

Freud is the former VP of global marketing and brand management for American Express.