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I recently participated in a roundtable discussion with several fellow focus-group moderators. The issue at hand was the role gender plays in the selection of moderators. I was astounded to find that many of my peers were willing to settle for the status quo and go along with the undefined gender boundaries that have been in place since the beginning of marketing research.
The idea of gender roles for certain tasks are rooted in traditional ideas that most members of our society are comfortable with. Trailblazers like the woman who repairs my car are an exception to the norm; Ruth is an unabashed natural when it comes to explaining the intricate details of an internal combustion engine. Unfortunately, many people with chronic automotive woes will miss the chance to see a real expert in action because they can not shake the image of what mechanic should be.
Likewise, many market research managers blow the chance to gather meaningful, indepth information, because they feel that...