Designing Research to Serve Women with Busola Boyle-Komolafe
Tell us about your women-centered research approach at Versa:
Growing up in Nigeria – although I was blessed to have an open-minded father and family who taught me to be my own self and not rely on a man – the society still played a huge role in my upbringing, as it does for all my fellow women here. It ingrains in our heads that our identities are found in the men around us, our fathers, our husbands.
So, when I first began my research practice, and I was conducting long-term, continent-wide research for a big multinational beer firm – it didn’t strike me that their research recruits were only men. Their mentality was: “obviously, only men drink beer. Even if a woman buys it, it’s the man that pays for it.” So when their leadership changed to a young female MD, she brought along a different perspective: “you’ll never know if the women are drinking beer if you don’t speak to them about it.” This was an eye-opener for me and so with building Versa, every single research project we carry out includes women. We do not assume that women are not associated with specific research topics.
We also conduct our own research projects on topics suggested by our team, and because our team is fairly women-led, many of those projects are focused on women. We make these reports available to our client base too, so that they can see women represented in the research and shift their own mindsets if needed.
What have you learned about women and girls over the years?
Lack of awareness can automatically become a tool of oppression
One of our research reports explored how menstrual health is viewed in society. We quickly realised that men not only don’t understand what menstrual health is, they also have negative preconceived notions about it. They associate it with the word dirty or that during their period women are not allowed into certain places. What we learned from this report is that when there are gender based differences in lived experiences, what one gender might not understand automatically becomes a tool to oppress the gender that undergoes that lived experience.
Design around damaging narratives
Especially as young women, we are taught to trust the society, and exist within its norms. Unfortunately many of society’s narratives do not understand our perspectives. In Nigeria, I see women hurtling between two extreme narratives: (1) that women can’t have it all (a career and a family) and (2) that women need to be super-women to have it all. This continues to push forward the idea that women shouldn’t ask for help.
What advice would you have for someone designing research for women?
Speak to real women
Even today, many folks will speak to the heads of a community, or a “stakeholder” when conducting research that involves women. That is not enough. Actually walk on the streets and speak to women. Try to experience life as they experience it.
Make women feel comfortable so they can share their truths
In research, women are more likely to say what they think you want to hear, or agree with you, rather than what they actually think. Break down the walls by finding common ground with them. Here’s how we do that in some of our focus groups:
The first half hour is warm up – through icebreakers, we get to know each other. Whatever questions we ask them, we answer the same ones along with them.
We do research in a conversational style rather than a question-answer dynamic.
Be explicit that you’re not in a power position and that they’re not doing you a favor.
Gift giving can play a key role – picking up a coffee for them on your way to the field research is a way to show that you care and build a connection with them.
About Busola Boyle-Komolafe
Busola Boyle-Komolafe is a researcher and consumer behaviour specialist with over 11 years of experience. She holds an Honours Bachelor of Science (HBSc) in Psychology and Health Studies from the University of Toronto, a Data Analyst Certificate (RAPP) from Humber College and a master’s degree (MSc) in Market Research and Consumer Behaviour from IE Business School. Having studied, lived and worked in Canada, Nigeria and Spain, she now runs a research company, Versa Research, in Nigeria. Busola is passionate about imparting knowledge, sustainable business growth and women in leadership. She is a professor of research at Orange Academy and a life coach on purpose and wellness.