Despite their increasing role in the workplace, the home remains a defining factor for women. Women are becoming more dominant inside the home, not less, despite the fact they are taking on more roles outside the home. The agency uncovered several insights that reflect this paradox:

Many women today describe their role in the home in business terms - chief operating officer, managing director, etc. Almost 60 percent of women strongly agree that what it takes to properly care for a home is undervalued in today's society. Sixty-five percent strongly agree that it is possible for women to balance a successful career with a successful home. When asked what they most want to change about their homes, 60 percent of women surveyed said "their husbands."

Another significant finding was that women fit into four specific home "mindsets" or types, based on their "homemaking" standards (whether or not they are idealistic or more realistic) and how they feel they live up to them (whether or not they see themselves as achieving their standards or not).

These four prevailing home mindsets include:

The "House Proud" Woman (37 percent): This is the largest segment, comprised of those women who consider their home a source of personal pride and joy. (Example: Martha Stewart.)

The "Treading Water" Woman (29 percent): These women are at the opposite end of the spectrum. They consider their home another burden in their already overburdened lives. (Example: Roseanne Barr in the sitcom "Roseanne.")

The "Keeping Up With the Jones'" Woman (12 percent): This small but growing segment strives for perfection, viewing her home as a status symbol and a sign of success. (Example: Annette Bening's character, Carolyn Burnham, in "American Beauty.")

The "Keep it Simple" Woman (22 percent): This segment has a whole different sense of perfection, choosing to live by realistic, practical home standards. (Example: Debra Barone on "Everybody Loves Raymond.") 

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