Gender categorisation in representational market practice

Figures & data

Table 1. Online data sources

Online data source	Notes
Clue
Social media feeds: Twitter: https://twitter.com/clue Facebook page: https://www.facebook.com/Helloclue/	I systematically collected Clue’s posts on Facebook and Twitter. I did not include comments or replies.
Company website: https://helloclue.com/	I captured the contents of the company website in May 2016.
Job postings: http://clue.workable.com/	I collected 25 job postings published between December 2014 and November 2016. I used The Wayback Machine (https://archive.org/web/) to collect job openings posted before I started data collection.
Blogs: Hello from Clue: https://hello-clue.tumblr.com/ Clued In: https://medium.com/clued-in	I collected a selection of blog posts from Clue’s two blogs. On ‘Hello from Clue’, I collected posts announcing new features or company news as well as posts that in some way dealt with Clue’s relationship with scientific research. On ‘Clued In’, I collected articles on Clue’s user research, design, and marketing practices.
YouTube: https://www.youtube.com/channel/UCLb965Ks_anLhXiFNKBRPDg	I collected and transcribed videos where Clue CEO discusses her vision for the company and/or industry.
Other sources
Videos	I collected and transcribed 10 videos where Clue’s CEO and/or CPO present the app and/or the company in events such as tech conferences and meetups. I made notes on other videos.
Articles on Clue	I collected a selection of articles mentioning Clue from websites such as TechCrunch, Fast Company, Medium, and New York Times. I also collected two op-eds written by Clue’s CEO and CPO, respectively.
Articles on femtech	I used the search term ‘femtech’ on Google to trace the usage of the term and collected a selection of the resulting articles.