Being more innovative and able to respond faster
Given the growing size, assertiveness and purchasing power of most minority groups, focusing on diversity and inclusion is a good place to start in order to enhance your innovation capability.
Innovation can also be actively stimulated through research with new audiences: people who are typically regarded as ‘hard-to-reach’, who are rarely involved in research and co-creation, and may have quite different needs and wants from mainstream groups.
Versiti’s knowledge of diversity and inclusion builds on more than 20 years of market and social research. Our team has enhanced the innovation capacity of 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. But we are agile and can iterate quickly: generating, testing and refining ideas with new audiences at the speed of business.
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.
Black boys and young black men are under-achieving in education and in the labour market. They are also over-represented in the Criminal Justice System. To tackle these issues, four government departments and a group of 25 third sector experts came together to create the REACH programme.
Macmillan Cancer Support knew that people living with cancer who are from minority groups (either from Black, Asian or minority ethnic (BAME) backgrounds, lesbian, gay, bisexual or transgender (LGBT), or aged 65 and over) tend to have poorer experiences and outcomes in cancer services. However, they lacked evidence and insight to identify specific needs and shape future support.
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