Diversity in market research: Closing the gap

Today I want to walk you through how the industry has become tunnel visioned when it comes to hiring.

The market research industry is simply there to listen and understand the views of people.

Whilst there can be a lot of complexity surrounding different methodologies and approaches, the job description of a market researcher is to listen, understand and interpret the views of people.

Personally, I don’t think you need a degree to listen, understand and interpret the views of people.

Instead, you need:
- An understanding of the world (or a particular part of the world)
- Coaching
- Time

So how do we move away from an industry that I think has a primary recruitment checkbox.

In a world that is rapidly changing, does this approach actually equip research teams and agencies with the talent they need?

Today, I want to provide more questions than answers.

I hope it challenges your thinking and makes you wonder, what you can do better when it comes to recruiting in the market research industry.

Let’s dive in.

The Conventional Approach: Degrees as a Tick Box

Traditionally, the industry has turned to academic credentials as a reliable indicator of an individual's capabilities. Degrees have served as a quick benchmark, a way to streamline the hiring process.

But is a formal educational degree actually a shortcut that provides an agency, team or even the employee a benefit?

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Shortcomings of the degree-centric model

While degrees may offer a foundation of knowledge, they often fall short in evaluating practical skills, problem-solving abilities, and the capacity for critical thinking.

You could argue, the only place you can learn some of the foundations are at university.

However, theory and putting things in to practice are two very different things. Is theory required, if an agency has their ‘own way of working’?

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A Paradigm Shift: Rethinking Recruitment Criteria

It's time to reimagine our approach to recruitment.

Instead of fixating on degrees, let's focus on whether someone understands part of the world we live in (e.g. Are they super interested in politics? A particular industry?).

Primary research, secondary research, any research methodology can all be taught if you invest in people.

Empowering change: The road ahead

There’s no one to blame for this. We can’t point fingers at a particular research agency, team, hiring manager or government.

As a research professional you can lead the charge for change though.

When you are running a research project, do you have the best team possible to work on the subject?

We often talk about researchers shouldn’t be biased, but if researchers knew that world. Wouldn’t it help?

A researcher who knows cultural differences because they have been part of them, can be so valuable for any project.

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Here are your action steps:

• Prioritise diversity.
• Make the industry accessible for all
• Leave assumptions at the table.
• Be aware of cultural differences

Do you agree or disagree with my thoughts?

See you next week.

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