Women in Market Research

When I began my career in market research in the seventies, I would guess that women represented at least half of the people in the field. I worked in two of the largest market research departments ever established. Quaker had about 120 people, with its own field, code and tab departments. Sears was even larger, with its own WATS interviewing division. In each of these MR departments, women made up about half the staff.
The independent field services were dominated by woman-owned companies that started in suburban kitchens and basements, employing armies of women who did the door-to-door interviewing so common back then. Despite the fact that most corporate departments were headed by men, the industry felt egalitarian and a good place for a woman to be recognized and progress.

Fast forward almost 40 years. While women continue to be an important part of the market research industry, recognition has not come our way. And that has to change. This week, the American Marketing Association has put out a call for nominees for the Charles Coolidge Parlin Marketing Research Award, given since 1945 to leaders in the field.

The Parlin Marketing Research Award is the oldest and most distinguished award in the field. This award honors Charles Coolidge Parlin, who is recognized as the founder of marketing research, by honoring distinguished academics and practitioners who have demonstrated outstanding leadership and sustained impact on advancing the evolving profession of marketing research over an extended period of time.

In the 63 years since its founding, the award has been given to only one woman, Faith Popcorn, in 1993. Yes, that’s right, one woman in 63 years.

I am an emeritus member of the AMA. There are 150 of us, but only 16 women. So perhaps part of the reason for the oversight is that women have not stayed in the industry without interruption as long as men. But I have to believe that it is more than that. Women have dominated the qualitative wing, but this has been seen as the “softer side” of market research and also has been given less than its fair share of recognition. And by “fair”, I mean a share reflecting not only the dollars accounted for by qualitative but also reflecting its contribution to the marketing efforts of most major companies over the past 63 years.

And so this year I am going to nominate a woman and a qualitative practitioner who deserves to be recognized for her contribution to the market research industry. Her name is Judith Langer. More about Judy in my next post.

I’d like to hear what you think about this. I’d especially like to hear from women in the market research field. Let’s get the word out. Please forward this post to every woman you know who is working in the industry. Thanks!

Tagged as: American Marketing Association, market research