Why Gender Knowledge Matters for Accurate and Inclusive Market Research

By: Bara’ah Al-Hyasat

Research Director and Client Service Lead

Gender knowledge plays a critical role in shaping the outcomes of market research. Understanding how men and women make decisions, access products, and engage with services allows researchers to capture more accurate and meaningful data. Without this perspective, findings can be biased or incomplete, leading to strategies that do not reflect the realities of the market. In contexts such as the Middle East, where social and cultural norms strongly influence consumer behavior, accounting for gender differences is essential to ensure that insights are both valid and relevant (Kotler & Keller, 2016).

Applying a gender lens in research goes beyond simply including men and women in samples. It requires analyzing how gender roles, expectations, and experiences shape consumption patterns. For example, women may influence household purchasing in areas such as health and education, while men may dominate in financial decisions. Gender knowledge also helps in designing communication strategies that avoid stereotypes and in developing products that meet the needs of diverse users. Research that integrates gender perspectives is therefore more effective in informing innovation, marketing, and policy development (UN Women, 2018).

Despite its importance, gender-sensitive research faces challenges. In some markets, cultural norms may limit women’s participation in surveys or focus groups, requiring creative methods such as using female moderators or digital tools to ensure representation. At the same time, researchers must avoid treating gender as a fixed category and instead recognize it as a social factor that intersects with age, income, and cultural background. By embedding gender knowledge into research practice, organizations can generate insights that are not only more accurate but also contribute to building inclusive and sustainable markets (World Bank, 2021).