Equal opportunity: Will the share of women in market research being ESOMAR members rise or fall by 2020?

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§ Judgement rule

How will the final result of the question be determined?

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This prediction question shall be judged by the percentage share of female members of ESOMAR world-wide as reported by ESOMAR before the 2020 Annual Congress.
Reference date: Dec. 31, 2019, 24:00 CET

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ESOMAR membership segmentation 2016

Update 2 - Copyright: ESOMAR

There is no information about the gender mix in the research industry, however we know that ESOMAR has 4,900 members in over 130 countries in 2016, and that the share of female members is 36%. [1]

ESOMAR update 2018

In line with the predicted trend, the share of female ESOMAR members has risen by +5%, from 36% in 2016 to 41% in 2018. The directional forecast is already confirmed at exactly the forecast level of 2 years ago.

Gender and research methods

Equal Opportunity - Copyright: Wolyninfo

Interestingly, there is a relationship between gender and research method. A 2011 metastudy found a gender difference in the use of quantitative and qualitative research methods. [2] Female researchers apply qualitative methods more frequently (37%) than men (27%).

The authors do not offer a theory on causality. Will a possible rise in demand for qualitative research increase the number for female researchers? Or, will more women in research translate into a higher share of qualitative research?

Sources

  1. ESOMAR provided data
  2. Donde A. Plowman & Anne D. Smith (2011): The Gendering of Organizational Research Methods, University of Nebraska

PS: Thanks to Jon Puleston of Lightspeed for suggesting the question.

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Publication is overdue 2020/09/30 24:00 CEST