Conducting research with diverse and multi-cultural consumers

Published 24 March 2022 1 minute read

Market research
Inclusion

The global pandemic highlighted the inequalities that exist in society today, and further accelerated them. People’s lives and attitudes and
behaviours have since changed significantly since 2020, with consumers now placing more emphasis on individual needs and experiences, and expecting brands and businesses to keep up and turn up with equality and inclusion at the heart of their brand, marketing and design strategies.

People are also becoming more curious about inclusion and equality, as
demonstrated by the rise in Google searches. There is now an urgency for business leaders, marketers and creatives to better understand the
lived experiences, attitudes and unmet needs of marginalised, underserved, and underrepresented communities and to build deep cultural intelligence.

Business leaders, marketers and creatives need deep cultural intelligence to make better decisions, avoid costly conflict and to support brand and business growth and innovation.

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

It has been carefully created to help research and marketing professionals building inclusive brands, products, services and experiences understand and build the skills needed to navigate different cultures in their research.

Complete the short form to the left to download your copy today.

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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.

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

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