Imposter Syndrome
Women in Market Research: Breaking Down the Invisible Barrier
We all know that the Market Research Industry relies on critical thinking, analytical skills, and the confidence to make data-driven decisions. However, many women in the market research industry struggle with confidence, which often feels elusive despite their capabilities and achievements.
Did you know that 75% of women in leadership roles admit to experiencing imposter syndrome? It’s a powerful reminder that even the strongest leaders in market research can face self-doubt.

What is imposter snydrome?
Imposter syndrome—a constant sense of self-doubt and feeling undeserving—affects many women in market research and beyond, even when they accomplish great things and deliver valuable insights.
Psychologists Pauline Rose Clance and Suzanne Imes first introduced the term “imposter syndrome” in 1978, specifically in connection to high-achieving women who found it difficult to accept or internalize their success.
Clance and Imes discovered that feelings of failure were not linked to a lack of talent or skill but to an overwhelming fear of being exposed as unworthy of their success. This term resonated deeply with many and has since become widely used to describe the struggle of those—especially women—who feel they don’t truly belong in their roles, no matter how much they achieve.
Why Women Are More Affected
From an early age, girls are often taught to be perfect and avoid making mistakes. Society pressures women to succeed in every role—whether at work, at home, or in relationships—setting unrealistic standards. In male-dominated fields like market research, women may feel they need to work twice as hard to prove themselves. This extra pressure can enhance feelings of self-doubt.
Michelle Obama, the former First Lady of the United States, has spoken openly about questioning her place in elite spaces, even after graduating from Harvard and Princeton. “I still have a little bit of imposter syndrome,” she said. “It doesn’t go away, that feeling that you shouldn’t take me that seriously.”
The Pros and Cons of Imposter Syndrome
Although imposter syndrome can feel overwhelming, there are some positive sides as well.
Pros:
- Personal Growth: The constant self-doubt can drive us to prepare better, gain new knowledge, and aim for high standards.
- Nurtures Humility: A bit of imposter syndrome helps keep us humble and approachable.
- Boosts Empathy: People who experience imposter syndrome are often more compassionate and understanding toward others’ challenges.
Cons:
- Effect on Mental Health: Persistent self-doubt can lead to anxiety, stress, and burnout.
- Missed Opportunities: Feeling unqualified might make you say no to roles or challenges that could advance your career.
- Imposter Cycle: Even when you succeed, you may attribute it to luck, which only reinforces the cycle of self-doubt.

How to overcome it?
Imposter syndrome is something many women in market research face, but it doesn’t have to hold them back. To overcome self-doubt, a good starting point is acknowledging and naming the feelings when they arise. Recognizing that these thoughts are common and not a reflection of actual abilities can help build confidence.
Celebrating accomplishments by keeping a “success folder” filled with positive feedback, awards, and milestones as a reminder of your worth can boost your confidence. Challenge negative self-talk by focusing on facts: remind yourself of your qualifications and the effort you’ve put into your achievements.
Seeking support from mentors, colleagues, or women’s organizations who can provide encouragement is also valuable. Most importantly, embracing imperfection—mistakes are a natural part of growth, not a sign of failure—helps cultivate a growth mindset. With time, practice, and the right support, self-doubt can be replaced with self-belief.
As already mentioned earlier, Michelle Obama—despite her enormous achievements—admitted to questioning whether she was “good enough” at times. But Michelle’s experience is far from unique. Countless women, from CEOs to teachers to scientists, have felt that inner doubt whispering, “Who am I to be here?” Yet, their stories remind us that those feelings don’t define us. What defines us is how we show up anyway, how we lean into our strengths, and how we remind ourselves that we belong in every room we walk into.
These women prove that imposter syndrome may visit, but it doesn’t have to stay. Their courage is a reminder to all of us: we’re capable, we’re worthy, and we’re exactly where we’re meant to be.

References used
4.3.7-6-IP-High Achieving Women.doc
Imposter Syndrome: The Five Types, How to Deal With It
https://www.popsugar.com/careers/tracking-work-wins-spreadsheet-editor-experiment-49340472
Four Empowering Strategies to Overcome Imposter Syndrome – Women of Influence
Unleashing Your Power: 5 Transformative Ways to Crush Imposter Syndrome
Author: Sara Dautović – Business Development Manager