As researchers we must ensure we are accurately and inclusively representing the full spectrum of the population. We owe it to our clients to present an accurate picture of customers and consumers. Here's how we're addressing gender in our research.
When asked to estimate the number of lifetime sex partners for middle-aged women, men guessed 27, according to a newly released Ipsos poll. That’s more than double what women guessed and the actual average of 12. Men also overestimated that young women have sex 23 times in a one-month period, nearly four times their actual experience.
As American women grapple with gender equality, so do their Canadian sisters. Seventy-six percent of Canadian women believe there is no equality in the workplace, according to new consumer research called The Truth About Canadian Women. McCann Worldgroup Canada is performing a five-part study throughout 2018 on the changing roles of women in Canadian society, supported with a national survey conducted by Ipsos.