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Listening to Women:
Qualitative Research
The Listening to Women: Qualitative Research was undertaken on
behalf of the Women’s Unit by MORI. It consisted of 24 focus groups conducted with a
cross section of women from January to February 1999. Women were recruited from the
People’s Panel according to age, class classification and location. The research
aimed to establish what women see as priorities in their lives, and to help the Government
better understand the range of issues of concern to women. The project was commissioned to
fill a gap in existing information on women’s attitudes and priorities. The results
from this study will be used to inform the agenda of work for the Women’s Unit.
The research formed one element of the Women’s Unit ‘Listening to
Women’ exercise - a consultation exercise designed to ensure that
women’s concerns are heard and reflected inside Government. The ‘Listening to
Women’ exercise also included a series of Ministerial Roadshows across the United
Kingdom, where Ministers met and discussed in depth a range of key issues with women
around the country. In addition, the Women’s Unit has organised a "talk
back" postcard campaign. Postcards were included in a number of major retailers, in
GPs surgeries, and in Citizens Advice Bureaux, asking the general public (men and women)
what they thought were the key priorities and concerns facing women today. A further
element of the ‘Listening to Women’ exercise has involved consultation with
non-governmental organisations.
The main findings from the qualitative research are:
 | Women are not an homogeneous group. They present striking
generational differences in terms of employment and income aspirations and opportunities.
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| Older women were more likely to be concerned about health and issues
of crime and justice while younger women felt education and employment were the most
salient issues facing their everyday lives.
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| While recognising that younger women receive greater equality of
opportunity than their mothers, or grandmothers - specifically in education and employment
- the key issue for women was greater choice in the way in which they live their lives.
 | for those choosing to be a full-time mother, women wanted their role
to be valued and respected by society
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| for those working, women focused on supportive and flexible
employment, and childcare arrangements to facilitate the balance between home and work
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| Women were aware of, and resigned to, the income pay gap. It is seen
as an unavoidable consequence of time away from the workplace to raise children, and the
fact that society currently places less value on jobs that are predominantly female.
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| There were very low levels of knowledge regarding pension provision,
the impact on pensions of different employment patterns, and of reliable sources of
pension information.
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| The majority of teenage girls saw few barriers to opportunity based
on gender.
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| Educational choices were based primarily on enjoyment and ability.
Teenage girls stressed the role of good teachers in determining enthusiasm for a
particular subject. Other considerations were peer, sibling and parental opinion.
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| Careers advice needed to be more ‘real world’, with the
balance in favour of personal experience rather than information provision. External
advisors, such as Careers Advisors or Employers were seen as more credible sources.
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| Teenage girls were aware of, and impervious to, the health risks of
smoking and drinking, and suggested strong shock tactics as deterrents. They also felt
that early, frank, and realistic sex education is required, that delivers practical
information beyond simply the biological details.
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| Women from ethnic minorities tend to be less satisfied with education
provision and policing than white women and have mixed views about the health service. The
top priority for improving the nations health for black women is education, whilst Asian
women are more likely to say unemployment.
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The authors at MORI of Listening to Women: Qualitative Research are
Robert M Worcester, Jessica Elgood, Anita Maidment, Rachel Williams and Emma Wallace.
Specific research queries should be directed to Jessica Elgood and Rachel Williams. A copy
of the full report is available from the Women’s Unit, 10 Great George Street,
London, SW1P 3AE. Tel: 020 7 273 8880.
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