Breaking Down Barriers: A Call for Inclusivity in Consumer Research
by Deirdre Hart
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Inclusive consumer research paints a richer picture of human behavior by capturing diverse perspectives.
Yet for far too long inclusivity has taken a backseat. That's why, after attending an IIEX session last year in Austin, Texas, about making research accessible for people with disabilities, I joined a consortium dedicated to changing the market research industry to be more inclusive. We are calling for a shift.
Here are my 10 actionable tips to build bridges, not barriers, in your next research project:
- Representation Redefined: Challenge yourself to go beyond the checkboxes and incorporate screening criteria that engage a broader range of respondents, providing a more authentic representation of your audience.
- Accessibility Always: Design surveys with clarity and adaptability in mind. Consider language, layout, and alternative input methods to ensure participation is open to everyone, regardless of ability.
- Beyond the Surface: Analyze your data through multiple lenses such as disability status, uncovering hidden patterns that contribute to a more nuanced understanding of consumer behavior.
- Empowering Interviews: Whether virtual or in person, create safe spaces where individuals with disabilities feel confident sharing their experiences.
- Clear Communication: Ditch jargon and ambiguity. Embrace plain language that is easy for everyone to understand, regardless of background or ability.
- Technology as a Bridge: Leverage tools like screen readers, text magnification, and alternative input methods to remove barriers and make participation seamless. Remember, technology should be an enabler, not a hurdle.
- Cultural Sensitivity: Be mindful of cultural nuances in your research design and questions. Avoid language or concepts that might inadvertently exclude or stereotype specific groups.
- Openness and Flexibility: Recognize that individuals don't always fit neatly into predefined categories. Allow for self-identification and include open-ended questions that capture the richness of diverse experiences.
- Pilot Test for Equity: Don't assume your materials are accessible until you've tested them with people with disabilities. Include diverse participants in pilot testing to identify and address any challenges.
- And most Importantly, Champion Inclusivity: Share your learnings and best practices with colleagues, clients, and the industry at large. Normalizing inclusive research is the most important step we can take to create a ripple effect of positive change.
While we work towards these ideals, it's important to remember that inclusivity is an ongoing commitment. By incorporating these tips, we can work towards a future where consumer research fosters understanding, not just for the majority, but for everyone.
About the Author
Deirdre Hart (dhart@decisionanalyst.com) is an Senior Vice President at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166.
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