Gender (in)equality In The Market Research Industry

By Author: Kristin Luck.
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It’s surprising that this question still exists in our society, and yet it does: “why do men still outpace women in the workplace from corporate job positions to income levels?” A recent article in the Huffington Post reported that of the 534 occupations listed by the Bureau of Labor Statistics, women earn more than men in exactly seven professions – accounting for only 3 percent of the total workforce. The remaining full-time working women are employed in occupations where they earn less than their male counterparts.

Gender (In)Equality in the Market Research Industry

It’s surprising that this question still exists in our society, and yet it does: “why do men still outpace women in the workplace from corporate job positions to income levels?” A recent article in the Huffington Post reported that of the 534 occupations listed by the Bureau of Labor Statistics, women earn more than men in exactly seven professions – accounting for only 3 percent of the total workforce. The remaining full-time working women are employed in occupations where they earn less ...
... than their male counterparts. In fact, an October 2012 study by the American Association of University Women found that over the course of a 35 year career, an American woman with a college degree will make about $1.2 million less than a man with the same education.

In the market research industry, this trend is no different. Women in Research (WIRe), Decipher, Lieberman Research Worldwide and research-live.com released the first industry-wide study on gender and diversity in the workplace in late 2012, focusing specifically on this phenomenon within market research. Several issues were explored during the study, which included more than 600 industry respondents around the globe. Survey participants were asked questions about compensation, children and family issues, job satisfaction and job responsibility levels.

The study uncovered interesting data that helped give insight into disparity between males and females in the market research industry, and the reasons behind it. In fact, even though the industry is historically dominated by females, only a small percentage of CEOs and senior managers are women (16% of Honomichl 50 firms are run by women).

“Gender inequality, especially when it comes to the workplace, has been under scrutiny for several decades, particularly in the United States where women, on average, are paid 77 cents to the dollar that men are for the same work,” said Kristin Luck, founder of Women in Research and president of Decipher. “With this study, we wanted to explore the phenomenon specifically within the market research industry, and much of what we found was quite interesting. It suggests that companies need to focus on salary parity as well as make a shift to equalize the balance between personal life and work for ALL of their employees, especially women with children.”

Some of the key results included:

The industry is predominantly female at a junior/mid-level (67 percent female), but skews increasingly male as we move up the corporate ladder (47 percent female)

Females make a significantly lower salary for doing the same job as their male counterparts ($20,000 less per year on average in upper management)

Neither males nor females feel they are being discriminated against, and are evenly satisfied with their careers (56 percent of females; 59 percent of males)

Children and family become an obstacle for many females in advancing their career, motivation, and opportunity (60 percent of women feel that having children limits opportunities)

Females with children do not feel that pregnancy is supported by their employers (only 1 percent feel that pregnancy is extremely supported by their employer)

Satisfaction is higher among those working under female CEOs (13 percent higher among both males and females; with 72 percent of females under female CEOs, vs. 56 percent under male CEOs, feeling that pregnancy is supported)

Decipher, a comprehensive market research services firm and one of the companies conducting the study, has taken these findings to task within its own culture. Results of the study suggest that market research firms need to proactively encourage females to come back to the industry after having children, and provide opportunities to continue their careers after beginning a family. Some ways that the company helps create a family-friendly atmosphere (for both genders) include:

Time off to participate in children’s school and related activities

Monthly gatherings for employees that are family friendly and even themed for holidays

Children are welcomed when day care or schools are closed to a play room equipped with snacks and games

Some other suggestions spurred from the study included programs to keep those on maternity leave engaged while away; transition programs for easing return to work after maternity leave; and family benefits, such as the provision of childcare to encourage females to come back to work faster. If companies keep in mind the needs of working mothers, women and parents in general, steps can be made to help overcome disparities.

So what does this mean for the future? A recent article on HubPages may sum it up best: “Women cannot become too complacent about equal treatment in the workplace because while they have come close, they haven’t made it yet…The phrase ‘so close and yet so far’ sums up the situation.” In the market research industry and beyond, gender inequality in the workplace is something that still needs to be considered and addressed. Because the study showed that much of this disparity may stem from the challenges of the working parent, companies can start to provide conveniences for these individuals in order to keep them working and productive.
Resource: http://www.decipherinc.com/