Inclusion of Gender in Market Research

Essentially, the purpose of market research is to deepen our understanding of individuals. Conventional research methodologies often group different segments to provide a clearer view of demographic characteristics. Indeed, this is practically a necessity in the profession – the goal is typically to understand how demographic X feels about subject Y.

However, what happens when individuals do not fit into the classifications we are accustomed to relying on? And what occurs when they do not conform to the gender categories we have established, considering gender is one of the most frequently collected pieces of information by researchers?

The Lack of Gender Inclusion in Market Research

Like many other sectors, research is reconsidering its current practices and finding ways to improve. One crucial point we have encountered concerns classification questions in research and how we ask participants to report their gender.

It has become increasingly clear that some of these “old” labels do not represent all people and were not created to understand the diverse and complex nature of human identity.

Gender Inclusion in Market Research may be Absent in Several Areas. Here are Some Examples:

Demographic questions: Traditionally, demographic surveys have only offered “male” and “female” as options for the gender question. This excludes people who identify as non-binary, gender-fluid, transgender, among other gender identities. Moreover, questions about biological sex, often requested in health surveys, may not accurately reflect a person’s gender identity.
Survey design: Surveys are often designed based on assumptions about gender, which can bias results. For example, a survey may ask questions about childcare only for women, assuming women are the primary caregivers.
Data analysis: When data is analyzed, gender differences are often simplified into binary categories, which may mask the experiences and opinions of people who do not fit into these categories.
Participant recruitment: Recruitment strategies may inadvertently exclude certain gender groups. For example, if a survey is looking for “mothers of young children,” it may exclude fathers who are primary caregivers, as well as transgender or non-binary mothers.
Results communication: Survey results are often communicated in a way that reinforces gender stereotypes rather than challenging them. For example, a survey may focus on differences between men and women without considering the variety of experiences within these groups.

How to Improve Gender Inclusion for Market Research Participants?

Improving gender inclusion in market research is crucial to ensuring that research results are representative and fair. Here are some strategies to enhance gender inclusion:

Gender options: In demographic questions, allow respondents to select the gender option that best aligns with their identity. Instead of just “male” and “female,” consider including options such as “non-binary,” “prefer not to say,” or an open field where respondents can self-identify.
Avoid gender-based assumptions: When formulating questions, avoid making assumptions based on respondents’ gender. For example, do not assume that all women have children or that all men are employed.
Use gender-neutral language: In your questions and response options, use language that is gender-neutral whenever possible.
Respect privacy: Respect respondents’ privacy by providing the option not to answer questions about gender or other sensitive demographic information.
Gender inclusion in analysis: In the data analysis phase, ensure that you are considering the experiences of all genders and not just focusing on “male” and “female.”
Equitable recruitment: When recruiting participants for your survey, make sure you are making efforts to include people of all genders.

By implementing these practices, you can help ensure that your market research is more inclusive and representative, allowing you to gain more accurate and equitable insights.

What are the Benefits of Inclusive Gender Representation in Market Research?

Inclusive gender representation in market research offers several significant benefits:

More accurate data: When market research includes all gender identities, the data collected is more representative of the real population. This improves the accuracy of insights and makes the results more reliable.
Commitment to diversity and inclusion: Adopting an inclusive research approach demonstrates a clear commitment to diversity and inclusion. This can increase consumer trust and loyalty, especially among marginalized groups.
Better understanding of consumers: Gender inclusion can reveal important insights into behaviors, attitudes, and specific needs that may be overlooked in more traditional surveys.
Identification of new market opportunities: By including all genders, businesses can identify new market opportunities that might otherwise be overlooked.
Social responsibility: By including and acknowledging all gender identities, companies are contributing to equality and social justice.

In summary, gender inclusion in market research can lead to more accurate results, improve consumer understanding, identify new opportunities, demonstrate a commitment to diversity, and contribute to a more equitable society.