Women drive the bulk of consumer spending – not just for themselves, but often on behalf of families and households. Yet too often, female customers aren’t truly heard. Their feedback is collected, filed, and forgotten – especially when it comes in the form of polite responses, rushed survey clicks, or a simple “it’s fine.”

Speaking on HOT Business with Jeremy Maggs and MoneyWeb, Liezel Jonkheid, Director and Founder of the Consumer Psychology Lab, explains why many brands are getting it wrong. According to Jonkheid, the biggest mistake companies make is believing they’re listening to their customers – when all they’re really doing is gathering surface-level data.

“Consumers, especially women, have been conditioned to give quick, non-confrontational answers,” she says. “But beneath those words are emotional signals that reveal far more than a five-star rating ever could.”

Toerien describes typical emotional response patterns – fight, flight, or freeze – that play out when customers are asked to reflect on their experiences. A frustrated consumer might lash out immediately, while another may quietly deflect later on. Either way, vague answers like “fine” can hide real dissatisfaction.

For brands that want loyalty from female consumers – who are often highly intuitive and emotionally attuned – it’s not enough to ask the right questions. They must also know how to listen: for hesitations, tone changes, repeated phrases, or even silence. These subtle cues hold the key to deeper insights.

Importantly, this isn’t just about data – it’s about trust. When women feel heard and understood, they’re far more likely to support and advocate for a brand.

This interview is a must-listen for businesses serious about understanding the emotional drivers of female consumers – and for consumers themselves, it’s a timely reminder that the most powerful feedback often isn’t what’s said out loud.