What does a researcher at a sexual wellness company do?

The sexual wellness space is riddled with taboos and negative connotations. In our Destigmatising Desire series, three women tell us how they’re paving the way for more open and informed discussions about sex.

Have you ever wondered what it's like to work in a work environment where you create toys that explore the frontiers of human desire and where brainstorming sessions revolve around creating the next big thing in pleasure?

A certified sexologist, Elisabeth Neumann is also the User Research Manager at Lovehoney Group, the world’s largest sexual wellness company by revenue. Her journey from a sexologist to a key figure in this industry is marked by a deep commitment to open conversations about sexual well-being.

In her role, Elisabeth leads research projects, analyses customer feedback, and helps shape innovative products, like the groundbreaking shower head designed for masturbation. Her work involves understanding customer preferences, tackling taboos, and promoting a respectful approach to sexual wellness.

Here, she tells us about being a driving force in reshaping perceptions of sexual well-being, and ensuring that Lovehoney Group remains at the forefront of this transformative industry.

Q: How did you get started in this field?

Elisabeth Neumann (EN): I started my career in the field of sex education, working with teenagers and young adults in schools. I wanted to deepen my understanding of human sexuality and decided to do a Masters degree in sexology. Sexuality is still under-researched compared to other topics, especially if we look at pleasure or female and queer sexuality.

I was intrigued by the challenge of navigating research in a field that is highly influenced by social norms and taboos. User research at Lovehoney Group gives me the freedom to understand and describe human sexuality, and follow my passion for research, while also having a direct impact on the development of products that empower people.

Q: How would you describe what you do as a certified sexologist and researcher?

EN: I bring a unique skill set that combines in- depth sexological knowledge with an insights- driven approach and user research methodology. Over the years, I’ve acquired a comprehensive understanding of human sexual behaviour in general, but also with a special focus on customers of the sexual wellness industry. I am convinced that access to information is essential for empowerment and well-being. I like to joke that I am the walking sex encyclopaedia within the company, which describes my role quite well.

Q: Conducting research related to sexual wellness can be difficult due to societal stigma. How do you navigate the challenges?

EN: One of the biggest challenges starts with precisely naming anatomical features: Most people say “vagina”, when they actually mean the outer part of their genitals, which is called the “vulva”. When someone says, “I like the stimulation of my vagina”, we need to figure out: Which anatomical part do they mean? What kind of stimulation? We need to aim for precision, and be very careful that we don’t just assume to know.

On the other hand, this lack of language opens a whole world of beautiful and interesting metaphors. When asked “How does an orgasm feel?” People might say “Like an aeroplane shortly before taking off ”, or “Like a million butterflies exploding in my belly and genital area”.

In everyday life, recruiting research participants for interview-based studies can be challenging. I deeply appreciate everyone who is willing to talk openly about their sexual experiences, hopes, desires and fears. It is my responsibility to create a judgement-free space, where they feel safe and welcome to share intimate insights. [We strive to create] a positive experience for them, and they usually lose their fear or insecurity early on in the conversation. Many have also given us feedback that it was their first time talking in depth with someone about their personal sexuality, and that it was a very wholesome experience for them.

Q: Can you describe a particularly impactful moment in your career?

EN: The development and launch of the Womanizer Wave, the first shower head designed for masturbation, was a very exciting project. I accompanied the whole product development process from a user research perspective, which directly influenced the design and functionality of the product. Investigating questions such as “Which water jets are especially good for stimulation?” and “How do people experience water as a source of pleasure?” was very interesting, and the answers had a direct impact on the product design.

Q: Beyond research, you’re also a committed sex educator. How do you balance your role as an educator with your research responsibilities, and how do these roles complement each other? 

EN: Both roles inform and are strongly interconnected with each other. The insights from my research broaden my knowledge as an educator and the other way around. Lovehoney Group creates opportunities to share my educational skills with the team, e.g., with Lunch & Learns, and it is great to have such an interested and engaged audience, that can translate the sex ed leanings into their own daily business. I am not the only sex educator on the global team, which is amazing! With Lovehoney Group being a leader in sexual wellness, many people come to us with their personal questions, and we provide a lot of information and education on all our channels.

Q: What advice would you offer to individuals who are interested in pursuing a career in this field, but might be hesitant due to societal taboos or challenges? 

EN: I would recommend having a closer look at our industry and the companies within it – there is still a societal stigma that working in sex tech might be sleazy or shady. But I can guarantee that we work in a very professional, fun and inspiring environment where human sexuality is discussed with the required respect, seriousness and humour at the same time. It is fun and motivating to fight and challenge the societal taboos and challenges from within and is a bonding experience for everyone at work.

Q: The field of sexual wellness is continually evolving. How do you stay informed about the latest trends, advancements, and research in both user experience and sexual health to keep your insights relevant and impactful? 

EN: I stay up to date by following all relevant academic publications in the field of sexology, by observing the sexual wellness industry closely and by regularly attending trainings and conferences. But the most important thing is to stay curious about my research area. I am still curious about human sexuality and feel that there is so much left to learn and discover! Intrinsic interest is key to having fun and being successful in my area.