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Market research Inclusion
Conducting research with diverse and multi-cultural consumers

There is an urgency for business leaders, marketers and creatives to better understand the lived experiences, attitudes and unmet needs of marginalised and underrepresented communities and for that cultural intelligence to feed into more building inclusive brands, products, services and experiences.

This guide contains the principles and approaches Further’s award-winning research team harnesses to gather and activate insight and evidence for great inclusion and equality.

updated 24 MARCH 2022 15 MINUTE READ

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John Whittle

John Whittle

Research specialist by day, sociologist by night. I'm obsessed with finding out the 'why' behind every behaviour, tradition and emotion. Also fun at parties.
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Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline


The online research community approach represents a cost-effective means of engaging with a wide group of individuals, many of whom are often harder to engage

We helped Macmillan Cancer Support understand why the national Cancer Patients Experience Survey documents that ethnic minority, LGBTQ+ and older cancer patients consistently report more negative experiences and outcomes in cancer services.


We were amazed at the level of insight we achieved in just a week. Further opened our eyes to new ways of researching and understanding our staff

We helped Conde Nast International define a new global mission and vision statement


Further really understood the brief and were extremely proactive. We are now very confident that we’re taking the right products and proposition to market.

We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch


Further's expert team pushed us to clarify assumptions and think about how to communicate the value of our products

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

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With Further’s support, our developed understanding of employees’ needs has helped us to create more effective and compelling L&D solutions

We helped LinkedIn engage with their employees to discover, create, evolve and iterate new Learning and Development solutions.

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