At the risk of perceived sexism, in my experience, women influence many purchase decisions, whether they’re the “primary shopper” or not. I work in the travel business and before that financial services and found that women influenced the decision regularly (obvious exception: unattached men).

Falling into the “focus group of one” trap, in my house, my wife influences many purchases, even those I ostensibly make myself. And, among my peer group (decidedly unscientific, I know), the same holds true.

Keep up the good work!