As the pathway to leadership clears for women in research fields, so does the need for continued support and advocacy.
Jessica Sage
Executive Director, Women in Research (WIRe)
As one explores the leadership and advisory board pages of some of the leading research agencies and organizations, there is a notable absence: that of women and other historically disenfranchised groups. While a 2023 study found that 55% of MR professionals identify as women, just 25% are in leadership roles, illuminating a critical lapse of opportunity for diversity of thought in MR leadership. This lack of representation and the call for greater diversity in leadership isn’t paying lip service to DEI as many might claim; it’s crucial to business success.
A 2023 McKinsey report found that businesses with diversity at the leadership level were 27% more profitable than those at the lowest percentile. As research technologies and methodologies intersect adjacent industries such as AI, UX, and data insights, there is an even greater need for interventions that will ensure the voices of both research professionals and the consumers they seek to understand are reflected in the teams that perform this research.
Bridging leadership gaps
In 2007, a group of women in Los Angeles established a dynamic collective aimed at rebalancing the leadership within the research industry, which evolved into Women in Research (WIRe). This global non-profit now boasts 17,000 community members who benefit from its free resources and programs worldwide. WIRe focuses on bridging the leadership gap by providing resources that cater to the specific needs of diverse market research professionals and advocating for equity in leadership and thought. This effort is designed to inspire a more inclusive industry voice and vision. Organizations and communities like WIRe play a crucial role in advancing the research industry as a whole, advocating for diversity in research roles among professionals of all genders and backgrounds.
In the 18 years since WIRe’s inception, the organization has not only witnessed a notable turn of the dial toward gender equity in the research field — they’ve measured it. A 2022 report conducted by Material measured a 3% increase in women at the leadership level from 2017. Despite this growth, the study still noted that gender parity itself would be, at that rate, unreachable before 2067 at the very earliest. These numbers feel even more optimistic considering the lingering impact of COVID-19 on women’s careers in the wake of increased caretaking responsibilities and a need for greater work flexibility to maintain them.
Karen Lynch, head of content for the leading research organization Greenbook, echoed this experience in her own research career, noting, “When I had my first child, I chose self-employment so I could work from home and set my own schedule — a decision that gave me the flexibility I needed as a parent. However, that flexibility came at a cost. Without a traditional employer, I couldn’t build a strong 401K the way my peers did, and financial security took a backseat to being present for my kids. It was a trade-off I don’t regret, but one that made long-term career planning more complicated.”
Encouraging diverse voices
Although there have been ideological and organizational changes in the research and insights field, there is still progress to be made. Nathalie Kantorowicz, founder of the-marketing-labs, noted that women in research often encounter a “glass ceiling” as the transition from middle management to senior management remains uncommon for women. As the industry adapts to new technologies, its leadership must also evolve to reflect the diverse skills and identities within its workforce. Industry leaders must continue to strive for an inclusive workplace where diverse perspectives and experiences are represented at all levels of seniority, regardless of prevailing political or cultural views on the matter. Including women and diverse professionals in leadership roles should be seen as a fundamental value that both enhances the core ethos of an organization and opens the doors of business and financial opportunity.
Researchers are inherently curious and committed to understanding the human aspects of data and insights. Incorporating diverse voices, experiences, and expertise is essential for propelling the industry and its vital work forward into the future.
