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Improve gender inclusivity in market research

Improve gender inclusivity in market research

23 May 2022
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DiversityMarket ResearchCulture
Katie GrossKatie GrossChief customer officer at Suzy

A long-time MRX veteran, Katie Gross knows the importance of bringing your consumer into every business decision. Her deep understanding of the full market research value chain stems from 18 years of international experience across every facet of the industry — working with insights agencies Mintel and Stylus to individual brands at Avilton Foods, and even within the world of programmatic survey sampling at Cint and Toluna. Now in her role as Chief Client Officer, she manages the Sales, CS, and Market Research Center of Excellence teams to provide best-in-class customer service for Suzy’s impressive roster of enterprise clients.

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Description

In an industry where the customer experience is vital, it's crucially important that you don't make your customers feel excluded or left out. As customer awareness of DEI (Diversity, equity and inclusion) issues has grown over the recent years, creating more inclusive and diverse market research alternatives has become increasingly valuable. Chief customer officer Katie Gross discusses how to conduct more inclusive and diverse market research and shares her insights on industry trends and changes.

Table Of Contents
Introduction
Gross, a lifelong market researcher, outlines how having your own panel benefits a research firm for strengthening connections with respondents.
Embracing diversity and inclusion
In market research to determine the demands of clients, demographics and gender are not relevant identifiers for some items. Gross is confident that they shouldn't be included if they're irrelevant.
Changes in the market
The prime change, especially in the post-pandemic period, is speed. Companies can respond more efficiently and on time if they receive faster customer input. Gross highlights the role of "speed" for clients' career progression.
Market research trends
As customers' mindsets and preferences have shifted more frequently than in past years, rapid segmentation will be one of the key themes in 2022. Segmentation, according to Gross, will be a massive undertaking in the coming years.
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