Reengineering the Gender Question in Market Research

While attending a Women in Research event last month I noticed Facebook has 58 gender identity options. As a member of the LGBTQ+ community and a healthcare market researcher I was a curious how our current binary gender option in surveys would transition.

FaceBook is just one example. Gender lines are starting to blur more and more, and while the healthcare industry has at times been slow to adopt change, gender identity is an extremely relevant piece of patient information. This becomes more important in our goal as researchers to make patients feel comfortable enough to open-up about intimacies of their health. Gender identity is just one aspect making individuals feel safe in expressing themselves.

At BuzzBack, we pride ourselves on our ability to connect and engage consumers especially in this changing landscape. Today, the consumer landscape is evolving to more than two binary options for gender as traditional US Census has always captured. In celebration of Pride month, we have reengineered how we ask gender to include more representative options. It is our hope this approach will demonstrate our belief in the importance of inclusion to all who participate in our studies and learn from our insights.

We also recently partnered with the American Psychological Association’s Society for the Psychology of Sexual Orientation and Gender Diversity to further explore this important cultural shift in research best practices.

 

Want to chat about how you can be more gender inclusive in questionnaire design? I’d love to help! 

How to Get Patients to SPEAK UP!

At times, it can be hard for people to say what’s truly on their minds. Especially when it comes to speaking with their doctor. I’m sure most of us can relate to the patient in this AbbVie Endometriosis ad (shown below), when her inner person is encouraging her to open up and be more descriptive than the generic answers she’s giving the doctor. But the reality is, this is easier said than done. The commercial is part of AbbVie’s latest campaign, SpeakEndo, a website whose goal is to help women fully express their symptoms, advocate for their own care and learn from others with the same disorder. We know that patients tend to hold back from telling the whole story, and it’s great that online resources such as this platform are being created to teach patients how to convey their feelings to their doctors. But as marketers, we still need to know… what IS the whole story? How can we get patients to open up and tell us what’s on their minds (and in their hearts)?


Here at BuzzBack, we’re constantly thinking of new techniques that can help patients and HCPs speak up and express how they’re really feeling. Our latest health care study explored 10 different techniques marketers can utilize to get the most out of patients. One of these techniques, called Think – Say – Feel, asks patients to share these different layers with us through imaginative play. By asking them “What are you thinking?”, “What are you actually saying to the doctor?” and “How are you feeling?” during an imaginary visit with their HCP, we get a multi-dimensional understanding around patients’ deeper needs and concerns. Oftentimes, we do see that patients are reluctant or hesitant to share their true thoughts and feelings, but exercises like this give them a safe space to really open up and express themselves.

Want to find out what our Think – Say – Feel exercise taught us about Crohn’s Disease? Catch us in Philadelphia on March 27th at the IIeX Health conference where we’ll be presenting our study, 10 Effective Techniques to Inspire Patients to Tell All. Can’t make it to Philly? Click here to learn more. 

patient techniques market research