Editor’s note: Larry A. Zaback is founder and chief research strategist of Consumer Dynamics and Behavioral Analysis, LLC, a qualitative research consulting firm based in Newton , N.J.
The December issue of Quirk’s included a most interesting article that likely drew the attention of many qualitative researchers. The article, “Can we do better screeners? Of course! ” was written by Chris de Brauw.
As a long-time ethnographic researcher, I took exception to the following sentence from the sub-section on ethnographies (found on page 49): “Finally, never send a man (or men) to a woman’s home, unless there is a woman on the interviewing/observation team.”
I called de Brauw after I read the article and we concluded that the issue of gender of the ethnographic (in-home) researcher is worthy of further discussion.
I am urged to say straight out, and de Brauw agreed during our conversation, that the well-trained ethnographer who routinely engages in best practices in the preparation and execution of this endeavor can be highly effective, regardless of gender. Therefore, de Brauw’s remark, “…never send a man (or men) to a woman’s home, unless there is a woman on the interviewing/observation team” requires a bit of context.
Should a man, or a woman for that matter, show up unannounced at a respondent’s doorstep to conduct an ethnographic project? Certainly not. But de Brauw assured me this occurs with some frequency, a shameful fact that has to be addressed.
Privacy
As researchers we cannot forget we are entering a consumer’s home, not a research facility. You have to be welcomed in, and to expect otherwise is absurd. The best way to merit that “welcome sign” is to follow a sensible introductory process (I always have an introductory letter sent to the respondent’s home with my business card, and I call in advance of my visit). Although this point was raised in de Brauw’s article, I assert this fervently to my colleagues. If you are not prepared to do this, do not consider conducting research in a respondent’s home. Above all else, you jeopardize the validity of your research (the respondent will likely be ill at ease until you can make them feel more relaxed - that is, if you get the chance). Secondly, you will make it more difficult for recruiting agencies to get the full cooperation of qualified respondents to participate in this research practice. Effectively trained ethnographic researchers can do well without this roadblock.
Security
By introducing yourself prior to conducting the research, the respondent can establish a sense of comfort or safety. This is true of the typical female head-of-household when meeting a male researcher who is unaccompanied (my case, more often than not). I have never had a concern with this issue, and to generalize that men cannot be effective interviewers (when working alone) is not the message that de Brauw intended to convey, he assured me. On the other hand, my female counterparts may wish to decide if working solo is in their best interest, with regard to security, when asked to interview male respondents who are home alone.
Ethics
The topic I address here is one of disclosure. On the one hand, we continually protect the identity of the respondent, assuring that her (presuming female head-of-household, in this case) name is not disclosed when project findings are reported. On the other hand, the respondent deserves to know that the individual who is going to work with her for the next several hours (this varies, of course) is a legitimate researcher. Keep in mind also, the only contact the respondent will have when the project ends is with the recruiting agency. It is in the recruiting agency’s best interest to insist that the aforementioned introductory process be policy. Respondents should be assured that researchers visiting their homes practice sound ethical standards.
In this regard, I am reminded that research staff members who represent our nation’s major industrials (including packaged goods and durables) exemplify two camps. Some announce their company affiliation during their introduction, others are reluctant to do so. No matter how one represents their affiliation, what is paramount is that the researcher has made a legitimate effort to introduce him/herself prior to engaging the research. As a general practice, when I am accompanied by a client representative, I simply introduce the individual as a colleague.
Product focus
Are there any limitations to what products men (or women) can effectively research, particularly when discussions take place in the home, or in the natural environment in which the products would ordinarily be used? We all have likely formed opinions on this issue, and “drawing a line in the sand” is probably unfair. In the interest of objectivity, I will simply address a brief sampling of my personal experiences in what is approaching 28 years in this business.
In the late ’70s, the company with which I was employed requested its (all-male) research team to observe women shaving, under controlled conditions (not in their homes), so that we could assist the engineers in the finalization of a specific blade and razor handle design. This company was the first to successfully introduce a wet-shaving product specifically intended to meet the needs of women.
Since that initial experience I spent seven years on a skin-care research team. Our focus was to formulate an optimum body lotion specifically designed for women. I worked with several consumer panels across the country, comprised of women targeted for this category. In many cases they shared experiences with me that, they volunteered, “I’ve never told my husband.”
My skill-set occasionally had me engaged in more “sensitive” research endeavors. I have designed behavioral research for pregnancy tests, evaluated consumer input for a vaginal moisturizer, and another product concept whose design focused on the absorption of odor, similar to sanitary pads.
My area of concentration in research psychology, human perception and performance, has consistently opened doors for me to work with men and women without any exclusion to product focus. Currently, as an independent researcher, I have found myself working in consumer health care, an extension of my previous career in industry.
What little wisdom I can pass on to my veteran colleagues, as well as interns in our industry, can be summed up in a few sentences:
Routinely place yourself under the proverbial microscope that measures your own ethical standards and integrity. Do it, because it is in your best interest to do so. With experience, and that includes making occasional mistakes and learning from them, others will respect you for the same standards you hold for yourself...and you will confront few barriers, gender or otherwise.