Moving beyond binary assumptions in research

08 Feb 2022
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Moving beyond binary assumptions in research

Moving beyond binary assumptions in research

08 Feb 2022
About the speaker
  • Katie Gross
    Katie Gross
    Chief 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.

Key takeaways

The key to having a diverse and inclusive understanding of your consumer base is to look out for drivers or needs regardless of ethnicity or gender.

If demographics in your surveys are irrelevant to the brand or product, the best option is to not ask about it at all.

Because the market research sector is not diverse enough, attracting more diverse talent is critical.

The culture of a firm is formed by what its employees are willing to tolerate or not.