Creating products and services for diverse audiences
Given the growing size, assertiveness and purchasing power of most minority groups, if you are not specifically looking into the needs of diverse audiences, you are almost certainly missing out on opportunities.
People who are typically regarded as ‘hard-to-reach’ are rarely involved in research and co-creation. Yet, they may have quite different needs and wants from mainstream groups. Importantly, because they are so seldom heard, evidence shows that diverse audiences are more loyal and stronger advocates for the brands and organisations that do include them.
Versiti’s knowledge of diversity and inclusion builds on more than 20 years of market and social research. Our team has identified opportunities, helped co-create and develop new products and services for FMCG, health and beauty, arts and culture, and financial services brands, among others. Our understanding of the life circumstances and experiences of diverse groups is unparalleled. We have sophisticated research tools and processes to help you understand lifestyles, cultures, needs and wants, and to spot opportunities. We can iterate quickly: generating, testing and refining ideas with new audiences.
Prostate Cancer Research wanted to deepen their understanding of patient experiences at every stage of the patient journey, and to test a new online service (called Infopool), designed to empower people living with prostate cancer to make better-informed treatment decisions and improve their quality of life.
RNIB and Guide Dogs have a shared ambition to create a world where people who are blind or have a vision impairment can thrive in a world of diversity. However, they also face a common problem: the general public does not seem to know or care much about blindness.
At a time when competition for the viewing experience is fierce, fuelled by the stampede of Netflix, Amazon and others, Channel 4 needs to continue to have a relevant and compelling offer to viewers that are more diverse than ever. Like with any good strategy, this requires understanding their audiences’ needs, wants and perceptions.
Workplace discrimination among women and ethnic minorities is well documented. But what about experiences due to the intersection of both gender and race? How do these interact – over the lifecycle, at home, in schools and at work – to shape the careers of ethnic minority women? We explored how some of the most powerful ethnic minority women in the UK beat the odds.
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