Consumer insight that enables better targeting and communication
The key to successful communications starts with an in-depth knowledge of your target audience’s demographics, lifestyles, attitudes, interests and values, as well as their media consumption. But when it comes to diversity, there are additional challenges. What defines a particular segment may be quite specific to that group – whether it is the generation of someone from a minority ethnic background, their religious affiliation, the nature and severity of an impairment in the case of disabled people, or whether a person is ‘in’ or ‘out’ when it comes to LGBTQ people, for instance. Unless you understand how and why your target audience may oppose your intended message and impose its own reading, it will be difficult to get your communications right.
Versiti can help you anticipate and avoid pitfalls. We have conducted market and social research on diversity for more than 20 years. Our team has worked on numerous marketing and communications campaigns targeting diverse audiences at different stages of the campaign, from creative inputs to testing and evaluation.
Diversity and inclusion is not just an issue for human resources, or a good thing to do as part of your corporate social responsibility, or a clever new marketing strategy to attract new consumers. Inclusive transformation is an essential strategy to capitalise on uncertain times and to future-proof businesses so you can take on global challenges.
The ASA recently courted Twitter controversy after banning two adverts on the grounds of gender stereotyping. Outrage from some is somewhat inevitable when any social justice and inclusion concern is moved forward. Criticisms levelled at the ruling have taken the form of ‘oversensitivity’ and ‘censorship’, with many wondering if these regulations have ‘gone too far’.
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.
In a global and more affluent world, ethnic minority women – with their diverse skin care needs and skin tones – have become a powerful economic force. They expect that beauty brands will recognise and value their beauty, understand their lifestyles and cater for their skin care and beauty needs. Over many projects, we helped Estée Lauder reap the benefits of these trends.
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.
Store performance data revealed that some supermarkets in areas where there is a large ethnic minority population were not doing as well and others. Morrisons needed to understand the shopping behaviours of ethnic minority consumers to make sense of this evidence and rectify the problem.
Let's make this happen.