Can market research unlock the full potential of women's empowerment in the industry?
On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney talks with guest and ScaleHouse founder, Kristin Luck, about Women in Research (WIRe), a non-profit organization dedicated to advancing the careers and representation of women in the market research industry.
Luck discusses the origins of WIRe, founded in 2007, and its evolution from a networking group to a comprehensive support system for women in the insights sector. She details the various programs offered by WIRe, including mentorship opportunities, scholarship funds for women in emerging markets, and the WIRexec forum for senior-level professionals, all aimed at enhancing marketing research skills and opportunities.
"One of the barriers for a lot of women to get into C-suite positions," Luck explains. "Is not understanding that the skillset you need as a researcher is really different than the skillset you need in order to be an executive."
McKinney and Luck also discuss the importance of male allies in the industry, the impact of the pandemic on women's careers, and the various ways to support WIRe's mission, covering WIRe's global efforts, including scholarships for women in emerging markets, and its commitment to diversity through programs like WIRe in Color. They also highlight the evolution of WIRe's events and its growing impact on b2b content marketing and market research insights, underscoring the importance of marketing insights in driving industry-wide progress.
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