For International Women’s Day 2022, we lifted up the voices of the women on our team. Specifically, we asked several team members to share their experiences and thoughts on inclusion and equality. Their insights on being women in market research help #BreakTheBias. They describe real experiences, and they advocate for change.
Here’s what these women in market research had to say in 2022.
What Inspires Women in Market Research
First, we asked participants about a time women in action inspired and motivated them. Their answers ranged from mothers and colleagues to iconic women who blazed trails through the world’s challenges. Together, they show that inspiration for women in market research can come from anywhere.
Leading by Example
“As the pandemic hit in early March 2020, we all became glued to the television to watch all the Covid-19 updates. The news would compare countries and their management of the pandemic. The Prime Minister of New Zealand, Jacinda Ardern, would be mentioned as her impressive leadership for that country was newsworthy. I always take notice when her name is mentioned because I am inspired and impressed by her. She embodies what women are capable of; to be leaders in their careers. Bringing her three-month-old baby to a United Nations assembly that she was speaking at is simply inspiring.”
Staying Open to New Paths
“I read this quote from Indra Nooyi: ‘There is nothing like a concrete life plan to weigh you down. Because if you always have one eye on some future goal, you stop paying attention to the job at hand, miss opportunities that might arise, and stay fixedly on one path, even when a better, newer course might have opened up.'”
Women Supporting Women
“From the suffragettes’ movement of women’s rights to #MeToo to #HeForShe to the everyday actions of women supporting women – these moments are what inspire me. All too well, we are familiar with oppression of women in history and empowering women means supporting each other in the little moments as well.”
Women in Leadership
Next, we asked women in market research how more women in leadership would change things. Our participants agreed that the best leaders should hold leadership roles, in organizations and in government. However, they also agreed that better representation can lead to more dynamic governance and broader perspectives.
Balanced Leadership, Confident Future Generations
“Women are an integral part of society and are fully capable of taking on leadership roles. Their thought processes, opinions and leadership styles can provide valuable insights and perhaps provide a refreshing take on problem solving. Regardless of gender, we need the best possible leaders in our workplaces and the government. But since half the population in Canada is female, I believe it is important to have the gender scale balanced in leadership roles, especially in specific industries.
As a society we also have an obligation to teach our children, especially females, to strive to their highest potential. If they are consistently being exposed to women in leadership roles, this will grow their confidence. In turn, this will drive future generations of girls to believe in themselves even more and to take on more risks.”
Diversity That Delivers Results
“I believe there are big benefits from having greater leadership diversity; women in leadership bring organizations new perspective. Our natural ability to mentor and coach with humility and authenticity creates a more desirable workplace culture and has proven to increase teamwork and productivity. Melinda Gates said it best, ‘gender diversity is not just good for women; it’s good for anyone who wants results.'”
Gender Equality in the Workplace
Women generally make up a smaller share of the market research industry. So we asked the women on our team how they achieve their goals in that environment, and what gender equality in the workplace means to them. Interestingly, most looked inward. They said authenticity drives a successful career. And they saw success as partnership, not division.
Two Mantras for Success
“I try to stick to below 2 mantras and this has always helped me to succeed in a male dominated environment:
- Know Your Worth
- Let Your Voice Be Heard”
Staying True to Yourself
“Staying true to myself and my beliefs. It’s important to understand my learning and teaching style and ensuring that my coworkers and those I service feel safe and secure. Just because a field is male dominated doesn’t mean that women can’t shine and continue to break barriers.”
Finding Your Place
“Working hard while taking the time to get to know my colleagues for the last 7 years has helped me succeed. Our HR department and recruitment efforts have always taken extreme care to bring on people of the same values—the men and the women that make up our teams believe in unity, growth, respect, and transparency. To find your place amongst those kinds of people is not difficult.”
What Would Help Women in Market Research?
We also asked what changes would improve representation and gender equality in the workplace for women in market research. Answers ranged from more support from men in the industry to more inclusion of women’s leadership perspectives. Overall, our participants agreed the industry has made good progress, but there’s more to do.
Understanding Our Biases
“We all have innate biases so understanding those biases would be the first step to understanding how to create a more equal world. Being the flagship for fact finding, the MR industry has the responsibility of highlighting diversity issues and should continue to keep the conversation about equality at the forefront. Even though there has been credible work done previously, there should be more robust efforts for creating change.”
Leaders Who Recognize Barriers
“To improve equality, leaders must understand inequality and where it is present within the organization. Strong leadership should be connecting on a personal level, making work-life balance a priority, and proactively addressing the barriers women, especially women of color, may be facing. Gaining this understanding and building a diverse leadership team with experience in recognizing these barriers is essential in creating workplace equality.”
Working from Home: A New Reality for Women in Market Research
The pandemic put a spotlight on how organizations support employees’ whole lives. Moreover, it also hit women especially hard. So we asked these women in market research how work-life balance could evolve.
Flexibility Opens Doors
“Work From Home has provided a substantial flexibility to women and this flexibility of working remotely is helping a larger number of women join the workforce who earlier, due to household chores and tasks like taking care of children, were not able to work at all! Due to this flexibility, we have seen women dedicate themselves more towards work who were, earlier, shy to do the same due to the moral responsibilities they have. Because of this, we have now seen rise of women in mid to senior leadership roles, and the continued access to working remotely could definitely see a rise in women aspiring for leadership roles.”
The Thread Holding It All Together
“I find this question difficult to answer because of my own struggles during the pandemic. It was truly the first time in my life that I contemplated a less demanding career. Career women have gratefully taken on a duality role, balancing work life and home life successfully, over the years.
When the pandemic hit, mothers and women in care roles, were asked to pick up on their work productivity at the same time they were faced with managing care at home, including educating children. They were the thread holding it all together. The result was “burn-out” and the great resignation. I wonder if there were more women in leadership roles during the pandemic, capable of understanding and recognizing this impossible task, would women have been given a softer pillow to land and greater recognition for what they accomplished.”
Celebrating Women in Market Research
The perspectives of women at every level have enriched our collaborative culture. Each voice here adds to the conversation about women in market research and gender equality in the workplace.
Finally, we thank every contributor for sharing their story. We hope their words inspire you, this International Women’s Day and every day, as we celebrate the achievements of women everywhere.
