Reactions to the Gender and Queer Perspective: Market Research Is Empowered By Accepting Gender and Sexual Orientation As Consumer Categories

Barbara Drinck, Department of Education and Psychology, Freie Universität Berlin
Eva Kreienkamp, Managing Partner, FrischCo

ABSTRACT

Present-day market research is facing a crisis! This is visible in the ever greater number of products with increasingly dismal sales. Is poor consumer spending due to a lack of demand altogether or is it, as we suggest, that products are simply not meeting consumers’ needs?

We blame this failed planning on the ‘customary practice’ and andro-centric framework of conventional market research, which permits neither diversity (e.g. gender and sexual orientation) among consumers nor collaboration between suppliers and consumers of a product during production. Finding methods based on gender studies to involve consumers in the process are discussed in the essay and it presents innovative solutions to this problem.

[ to cite ]:
Barbara Drinck and Eva Kreienkamp (2006) ,"Reactions to the Gender and Queer Perspective: Market Research Is Empowered By Accepting Gender and Sexual Orientation As Consumer Categories", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 11.