Moving beyond binary assumptions in research
Moving beyond binary assumptions in research
08 Feb 2022
0:00
|
0:00
PREVIEW
Join Streamly to watch the full video
Description
Can rethinking the way we ask customers to talk about themselves help companies acquire a better understanding of customer behaviour? Katie Gross believes that more inclusive market research can lead to a deeper understanding and more meaningful segmentation.
Table Of Contents
Beyond the binary
Half of Gen Zs believe that traditional gender roles and binary gender designations are outdated. In market research surveys, gender questions are one of the deciding factors in whether or not participants continue. Gross explains what to look out for beyond ethnicity or gender.
Creating more inclusive surveys
Many products and companies don't need to include demographics in their market research surveys for understanding their customer base better. Gross emphasises that if these questions aren't valuable, they shouldn't be asked at all.
Embracing diversity and inclusion
The market research industry began to place a greater emphasis on diversity and inclusion. And, it's not only about who you hire; it's also about keeping them. Gross addresses her experience at developing an inclusive workplace culture in this part of her interview.
0
Your cart