Reengineering the Gender Question in Market Research

BuzzBack

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! 

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