Fostering inclusion in market research

x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.

As brands attempt to engage with increasingly diverse consumer groups, it has never been more pressing for market research to understand that diversity. If it is to do this, the industry must have diversity in its own workforce, to ensure it accurately reflects the markets it serves.

The Market Research Society (MRS) recently commissioned a study to determine the current state of diversity and inclusion in the sector, and create a starting point for a course of action for the industry.

More than 500 market researchers were polled in the online survey, conducted in partnership with Lightspeed, which found that market research displays greater diversity in some areas than other comparable industries – but there is still cause for concern, particularly around inclusion. While the conditions for diversity may be in place in some areas, the survey showed that discrimination persists around gender, ethnicity, sexual orientation, age, health and beliefs.

Jane Frost, chief executive of the MRS, says: “It is our responsibility to hold up a mirror to the industry for our clients and stakeholders. If we’re not doing that, we aren’t fulfilling our duty to accurately represent and reflect the market research industry. As the voice of market researchers, it is also important for the MRS to identify areas for improvement and facilitate discussion around the pertinent issues raised in this report.”

The results paint a mixed picture in gender diversity. Women account for half ( 49%) of senior management positions in market research, which is a positive figure, compared with the advertising industry, where women hold 30.9% of management positions, according to a recent diversity census by the Institute of Practitioners in Advertising. However, out of the women in the sample, only a third reach senior-management level, compared with half of men, highlighting the persistence of gender inequality. In addition, while 27% of men working full-time in market research earn at least £70,000, only 17% of women do.

The survey also suggested a problem of gender bias, with almost half of the women surveyed ( 47%) saying they had felt ‘negatively discriminated’ against at their current company, compared with 13% of men.

“While it is heartening to see that half of senior roles in market research are held by women – a parity not seen in other industries – the sector still has work to do to ensure pathways are kept open for all women, regardless of background or ethnicity,” says Frost.

Of those market researchers surveyed, 69% identified as white British – a lower number than in the last census, published in 2011 ( 86%). A 2015 study of marketing industry professionals, by The Drum, found that 86% of respondents categorised themselves as white.

While 14% of those employed fulltime in market research identify as black, Asian or minority ethnic (BAME), only 31% of these reach senior management roles, with BAME individuals accounting for 11% of senior management positions in the sample. In addition, 63% of BAME market researchers surveyed felt their company was not doing enough to accommodate and support people of all ethnicities.

According to the survey, 8% identify as gay, lesbian or bisexual, which is higher than the 2% of the general population recorded by the Office for National Statistics in 2016. However, discrimination is still present here: more than half of those who identified as gay/ lesbian/bisexual ( 55%) had felt negatively discriminated against in their current company.

Participants also responded to questions around the wider issues that impact on diversity and inclusion, such as recruitment and flexibility. More than half ( 57%) believe there are ‘conscious and unconscious biases’ at play in recruitment within their business, while 58% feel steps should be taken to ensure candidates are interviewed by people from different backgrounds.

The research also indicated an appetite for flexible working to enable greater inclusion within the work environment. Three-quarters ( 76%) of those surveyed felt a focus on ‘flexibility and the idea of allowing work to fit around people’s lives, no matter their circumstances’ would be beneficial in creating an inclusive environment.

Alex Wheatley, innovation researcher at Lightspeed, says the research has exposed “clear disparities” in the way people are treated in the industry. “However, the picture is still an optimistic one, as the issues are rectifiable and the building blocks for improvements in diversity and inclusion are wholly present,” he says.

Frost adds: “The research highlights that the issues surrounding diversity and inclusion are complex and far-reaching, and extend beyond gender and ethnicity. To ensure the future health of the sector, market research businesses must take steps to ensure that we enable a diverse and inclusive workforce to flourish.”  

The Market Research Society launched the ‘Inclusion in the market research sector’ report and outlined next steps at the House of Commons on 15 January.