This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we delivered this insight differently into the business and some of the impact to date.
Using cultural insight across every continent, Diageo has developed an insight-led framework to help its marketers avoid stereotypes and represent gender more positively in its brand communications.
Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper present an approach that quantitatively measures both conscious and unconscious gender bias across brand touchpoints as determined by consumers to reveal areas for improvement. Armed with those numbers and a strong dose of organisational awareness, brands and business have the potential to overcome a legacy of gender bias and outdo the competition.
Eliciting reliable and credible data from marginalised populations without compromising their safety is a dream of LGBT advocacy throughout the world. New survey technologies offer such a potential. Working in collaboration with ILGA (International Lesbian, Gay, Bisexual, Trans and Intersex Association - an international NGO with 1200 member organisation across the globe), the RIWI Corporation used their Random Domain Intercept Technology to undertake a 51 country survey on attitudes to same-sex marriage. Focusing on Ireland in light of its recent referendum, this ESOMAR presentation will shed light on the predictive strategy implications of these new technologies, and discuss their potential for work with measurable social impact.
I am 45 years old and have never held hands with a lover in public, shared Irish drag queen Panti in an impassioned defence of free speech in Ireland, after she was heavily criticised for calling out homophobes in the media. Ireland's foremost "gender discombobulist", Panti, will share her experience of the little, everyday things retelling her story at the ESOMAR Congress.
The paper seeks to review and assess whether there are differences between male and female respondents and their communications modalities which would suggest that the ways in which we recruit and interview qualitative samples should be modified, or whether there are no significant ways in which their responses and their in-group dynamics differ, and thus there are no implications for research design or execution.