Women control or influence 85% of consumer spending. In the United States, there are 167 million women who wield considerable influence on a wide range of goods and services, from consumer-packaged goods to beauty and wellness to tech. Women's market research highlights that women of color represent the fastest-growing segment of the small business ecosystem. The female economy is a force to be reckoned with, and brands that fail to engage this diverse community meaningfully through effective women's market research are at risk of being left behind.