Data analytics Feeling fulfilled Data analysis is being used to help women in business understand how to achieve real fulfilment through the workplace. Liam Kay reports W the workplace, and what they crave to achieve hat does fulfilment mean to you in your fulfilment in their careers. The personas are: achiever; career? For some, it is a good work-life bon vivant; creator; crisis manager; entertainer; balance; others cite career opportunities everyones friend; influencer; investigator; knowledge or personal growth. Higher pay is the holy grail for seeker; mediator; peacemaker; and reformer. many, while some long for better social connections The personas have allowed the Female Lead to tell at work. One project, however, is using data from a a clear story using the data, to influence company global survey to identify the main personas driving policy in areas such as HR or career progression. They our ideas of work-based fulfilment. can also improve diversity of thought within a The Female Lead is a charity that seeks to examine firm for example, many businesses are overstocked the factors that limit womens choices and fulfilment with crisis managers, but underrepresented by other in society. It has launched the Female Fulfilment personas. The Female Fulfilment Finder is part of a Finder, a survey generating data to examine what shift in thinking to recognise the important roles all makes women feel genuinely happy. Edwina Dunn, people play within a team, and to reduce bias towards co-founder of data science firm Dunnhumby and particular personalities. founder of The Female Lead, says the project was I am interested in what people feel fulfilment born out of the realisation that women are put is when are they proud of together as a single group themselves, happy, frustrated, and we know were not all the explains Dunn. We hear so same, were not all born equal much about the great or treated equally. She adds: Trying to understand resignation and people not Thats where the idea came what someone wants out of returning to their jobs or from how we can their job feels like the right changing their jobs. Trying to understand not just what question to be answering understand what someone women are, but also what wants to get out of their job they want that makes them feels like the right question to different from one another. be answering. The Female Fulfilment The data also enables a greater understanding of Finder uses implicit research methods to uncover how peoples needs and desires at work change womens underlying desires and wishes, asking according to their age and country. With age, the quickfire questions to elicit fast responses. On survey found that younger women care more about completing the survey, participants receive a promotions, opportunities and salary, while this persona showing their emotional motivators and shifts as they get older towards benefits, senior how fulfilled they feel in the five dimensions that leadership and pensions. There are differences the project has identified as being important to spotted between countries, too the US has a more womens happiness: self, society, relationships, results-driven culture, for example, while the UK is money and work. more innovation and knowledge-driven. Many people want to make the world a better place Dunn says the results of the research could provide for women and girls, but they dont get it right, says a data-led approach to employee satisfaction, as Dunn. Maybe it is because we dont get to the right companies realise fulfilment is measurable and strive questions. One of the mantras we use is, You cant to improve outcomes. If you can prove you are solve a problem until you understand it. The best way raising the bar on employee satisfaction, it is to understand it is with data, evidence and logic. measurable, she maintains. It is not just an idea or More than 100,000 people have completed the survey a theory it is practical and will help people get key so far and the data has helped identify 12 personas that performance indicators on diversity delivered. offer a broad picture of the personalities that exist in 40 Impact ISSUE 37 2022_pp40 data analytics.indd 40 28/03/2022 15:25