A thought-leadership piece by Emel Mohammadally
VP of EMEA, LUCID (A CINT GROUP COMPANY)
Real progress on improving diversity, quality, and inclusion within the market research industry needs to be a top priority heading into 2022. Not only will business success depend on it, but the positive ripple effects will extend far beyond the industry itself.
Technology is transforming market research. The industry is changing to keep pace with the future needs of brands, businesses, and researchers, and there is a lot to be excited about. More people than ever rely on our industry for fast and reliable consumer insights. All these forces have made it very clear that the impact our industry has on decisions made around the world is significant.
But, facilitating the continued growth and overall health of the sector relies on internal transformation as well. A change from merely upholding traditional standards of operation to openly embracing policies, procedures, and even survey qualifications to be more inclusive and representative of where the world is now. A change that will transform DE&I representation in the industry workforce and the final research outputs we help to deliver. A change that must start from within our industry.
It’s unsurprising that market research lags behind the general workforce in several areas relating to DE&I. One key finding from the report – 41% of the market research industry workforce disagrees that their organisation has a diverse leadership team, which is almost double that of the general working population.
Change starts from the top, and it starts by taking action. If that doesn’t happen, what do we stand to lose? Our greatest asset, our people.
For all the progress that’s been made in attracting and retaining top talent, especially as advances in technology and adoption of software bring in new skill sets and fresh perspectives, the so-called “Great Resignation” is still cause for alarm. Focusing on what we can control and where we can take action, there two areas we can address now:
- The perception of equal opportunity. This new report shows just how much progress still needs to be made in getting everyone, regardless of gender, ethnicity, sexual orientation, or even parental status, to feel as though they have equal opportunities for career progression. Open conversations and increased transparency can go a long way in diminishing perceived barriers around inequality in opportunities and advancement.
- Workplace culture. The last two years may not have been easy, and we’re still not back to normal, but one thing is clear: companies have been forced to re-evaluate the workplace. An earlier study on mental health and flexible work Lucid conducted with Vitreous World found that individuals from diverse backgrounds reported that working at home, while lonely at times, was more comfortable than facing potential discrimination in the workplace. An inclusive workplace culture takes time to build and it will require change, but now it’s a fundamental expectation.
Emel Mohammadally
VP of EMEA, LUCID (A CINT GROUP COMPANY)
