• There are no suggestions because the search field is empty.

Conducting research with diverse and multi-cultural consumers

Published 24 March 2022 1 minute read

Market research

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.

Yours to keep

Multicultural audiences thumbnail

Discover our platform and services


The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.


Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Zwift image

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

Linkedin image

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.

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

Browse our work
Contact Us